plc$  OF  THE 
WORK  OF 


H  DESIGNERS 

DILL  fe'  C  OLLIN  S  CO 
PAPERMAKERS 

PHILADELPHIA  -  NETWORK   p^^^t^^ 
BOSTON 


/6?0^ 


Digitized  by  the  Internet  Archive 

in  2010  with  funding  from 

NCSU  Libraries 


http://www.archive.org/details/someexamplesofwoOOdill 


SOME  EXAMPLES 

OF  THE  WORK  OF 

AMERICAN  DESIGNERS 


DILL  &  COLLINS  CO. 

PAPER  MAKERS 

PHILADELPHIA  NEW  YORK  BOSTON 


Copyright.  1918 

by 

DILL  &  COLLINS  CO. 


Edited  and  arranged  by 
J.  M.  BOWLES 

Printed  by 
EDWARD  STERN  &  CO.,  Inc. 


INTRODUCTION 


ONE  thingwhich  shouldbe  made  clear  at  the  outset  of  this 
volume  is  that  this  collection  of  decorative  designs  by 
American  artists  does  not  pretend  to  be  complete.  We 
feel  that  in  our  title  we  have  rather  cleverly  protected  ourselves 
against  the  criticism  of  even  the  most  indignant  relative  for  not 
having  included  this  man  or  that  woman,  for  it  is  carefully 
prefixed,"SomeExamplesoftheWorkofAmericanDesigners." 
The  chief  reason  why  it  does  not  exhaust  its  subject  is,  we 
regret  to  admit,  purely  a  commercial  one.  The  book  is  limited 
to  thirty  artists  because  Messrs.  Dill  &  Collins  make  only  thirty 
different  papers,  quite  disregarding  the  fact  that  there  are  more 
than  thirty  good  American  designers.  The  selection  of  the 
present  thirty  whom  we  have  immortalized  was  not  a  selection ; 
like  many  another  volume,  the  book  just  grew.  Roughly  speak- 
ing, we  asked  forty  artists  and  thirty  responded.  We  came  out 
just  right.  The  reasons  why  we  were  spared  the  embarrassment 
of  having  to  exclude  anywhere  from  one  to  ten  contributors 
are  interesting.  One  man  refused  to  come  into  our  little  book, 
while  another  could  not  find  anything  among  his  collection  of 
excellent  designs  quite  good  enough  to  adequately  represent 
him  in  "so  elaborate  a  volume."  Another  had  not  made  any- 
thing large  enough  for  our  page,  which  was  our  misfortune, 
and  another  who  does  occasional  commercial  designs  for  one 
client,  desires  to  remain  incognito.  He  spurned  a  suggestion 
that  he  might  occupy  a  little  section  of  his  own  headed  "Artist . 


UnknoAoi."  Some  artists  are  as  bad  as  some  business  men,  they 
do  not  always  answer  letters  by  return  of  mail;  one  man  an- 
swered in  October  a  letter  senttobiminFebruan  and  a  young 
w  Oman  has  not  yet  replied  and  ne\  er  ^vill.  Tben  ^\e  are  free 
to  confess  that  not  being  infallil^le  there  are  several  excellent 
designers  whom  we  overlooked,  no  other  word  as  ill  express  it, 
and  there  are  one  or  tAvo  whom  we  did  not  knoA\  did  commercial 
w  orkbut  who  do,  at  outrageous  prices.  Finallv.  several  possible 
contributors  disappeared,  were  found  later  in  military  camps 
and  could  no  longer  be  interested. 

A  word  may  l)e  said  on  the  tone  of  some  of  the  text  pages. 
The  poor  artist  always  takes  himself  seriously.  If  I  have  not 
taken  some  of  these  tabloid  biographies  too  seriously  it  may 
be  only  one  way  of  indicating  that  I  consider  the  subjects  of 
them  artists  of  the  first  rank. 

If  the  book  has  any  aim.  it  mav  be  expressed  in  the  hope 
that  it  w  ill  be  found,  as  far  as  it  goes,  a  record  and  a  reminder 
of  use  to  the  American  advertiser  in  his  hour  of  need  for  the 
artist's  hand  and  brain.  May  he  be  as  discriminating  and  as 
generous  in  the  future  as  he  has  been  in  the  past! 


SOME  EXAMPLES 

OF  THE  WORK  OF 

AMERICAN  DESIGNERS 


CLAIRE  AVERY 


Feminism  in  art  is  rarely  more  com- 
pletely illustrated  than  in  the  charm- 
ing circular  panel  from  a  cover  of 
Vogue  on  theoverleaf.  When  women 
first  came  into  art  and  the  art  schools 
began  to  fill  with  girls  about  the  time 
when  the  word  stenographer  ceased 
to  indicate  a  man  clerk  and  became 
a  synonym  for  young  woman,  the 
r  members  of  the  weaker  sex  (that  ir- 
ritating phrase)  could  not  resist  a 
tendency  to  work  in  heavy  masses,  over-thick  lines  and  gen- 
eral splash  and  dash,  to  show  that  they  were  not  merely  man's 
equal  but  his  superior;  to  prove  to  the  universe  that  they  could 
Ije  not  only  as  strong  and  as  bold  in  art  as  he,  but  that  they 
could  go  him  one  better.  All  this  has  passed  and  now  woman 
is  quite  content  and  even  proud  to  be  herself. 

Miss  Avery's  cover  is  not  only  a  good  cover  but  it  is  com- 
pletely feminine,  so  much  so  that,  as  extremes  meet,  it  is  al- 
most masculine  in  its  appreciation  of  the  piquant  young  person 

who  is  having  breakfast  in  bed  with  her  black  kitten,  also 
having  breakfast  in  bed.  An  original  note  is  the  dark  mass 
i^ackof  the  head  and  taste  and  decorative  ingenuity  are  shown 
in  all  the  details.  The  little  drawing  on  this  page  from  another 
issue  of  Vogue  has  distinction.  It  is  also  coloristic;  we  are  apt 
to  forget  what  a  beautiful  color  black  can  be. 

Miss  Avery  is  from  New  York  State,  learned  her  trade  at 
Pratt  Institute  and  the  Art  Students'  League,  and  now  lives 
in  New  York  City.  She  has  done  some  work  for  Marshall  Field 
&  Co.,  Chicago,  but  at  present  is  drawing  for  Vogue. 


Courtesy  of  Vogti^ 


Process  Platp  is  a  product  ichich  marks  the  highest 
standard  yet  reached  in  the  evolution  of  the  Super- 
Calendered  Paper,  excelling  in  durability,  strength, 
brilliancY  of  color  and  printing  characteristics,  the 
so-called  '  cheap"  coated  papers,  and  costing  less. 
There  is,  hotiever,  no  present  indication  that  a  sat- 
isfactory uncoated  substitute  uill  be  found  for  a 
high-grade  coated  paper  such  as  Dill  &  Collins 
Black  and  White,  upon  uhich is  obtained  aperfec- 
tionofdetailandbrilliancy  of  effect  that  has  earned 
for  it  the  reputation  of  possessing  the  best  printing 
surface  available.  Process  Plate,  therefore,  should 
be  seriously  considered  inconnection  uith  ordinary 
commercial  uork.  and  as  a  uelcome  substitute  for 
the  low  -priced  coated  papers,  the  deficiencies  of 
which  are  too  well  known  to  require  description. 


RALPH  BARTON 


"*  ENERALLY  an  artist  can  be  placed  within 
the  Umits  of  a  certain  school  or  its  suburbs, 
but  we  defy  any  art  historian  to  place  Mr. 
Barton  in  any  one  section  of  art's  vertical  file. 
Nor  could  we  blame  the  baffled  "clerk  of  the 
collection,"  who,  as  Whistler  wrote,  loves  to 
"mix  memoranda  with  ambition  and  reduc- 
ing art  to  statistics,  files  the  fifteenth  century 
and  pigeon-holes  the  antique."  The  fault  is 
Mr.  Barton's.  By  his  own  words,  he  is  as  con- 
glomerate as  the  Tower  of  Babel.  "I  hail  from  the  state  of 
Missouri,  and  am  about  as  American  as  it  is  possible  to  be,  both 
sides  of  my  family  having  quit  England  forthese  shores  before 
the  EngUsh  were  obUged  to  quit  them,  and  being  myself  the 
possessor  of  enough  Cherokee  blood  (one-sixteenth)  to  make 
me  adore  the  scale  of  primary  colors.  Everybody  m  America 
thinks  my  work  is  Trench.'  In  France  they  thought  it  was 
'un  pen  boche!'  and  in  Germany  I  suppose  they  would  call  it 
Chinese.  As  a  matter  of  fact,  I  copied  the  designs  on  Greek 
vases  at  first  and  developed  the  style  from  that."  He  is  Middle- 
Western,  English,  American  Indian,  "a  little  bit  German, 
French,  Chinese  andGreek,  and  tocrownitall  lives  in  Babylon 

— Long  Island. 

Our  exhibit  is  an  excellent  example  of  his  love  for  pure  color 
in  curious,  modernist  masses.  The  initial  on  this  page,  done 
especially  for  this  book,  is  very  "amusing,"  to  borrow  a  bit  ot 
studio  slang.  He  has  worked  for  a  great  manyfirms  and  a  great 
many  kinds  of  firms— advertising  companies  and  humorous 
weeklies  in  particular—and  Puck  more  than  any  other  ot  the 
humorous  papers. 


Sketch  for  a  Catalogue  Cover 


Prinled  on  Dill  &•  Collins  Suede  While 
Substance  25  x  38—60  lb. 


Suede  Finish,  uhite  and  cream,  water-marked,  are 
papers  with  a  medium  nuichine finish,  exceptionally 
high  grade,  especially  adapted  for  use  in  library 
works,  school  books,  booklets,  and  all  publications 
of  the  best  class  ivhere  durability,  permanency  of 
color, andrich,€ffectiveprintedresultsaredesirable. 
The  high  color,  cleanliness,  opacity,  and  softness  of 
texture  are  characteristics  that  mark  this  grade  as 
one  of  the  best  and  insure  a  final  result  creditable 
alike  to  the  printer,publisher  and  paper  maker.  Un- 
usual bulk  for  weight  and  finishis  also  animportant 
item  in  ascertaining  its  relative  money  value  as  com- 
pared to  other  grades.  Also  made  m  India  Tint. 
Suitable  for  printing  from  line  engravings  or  zinc 
etchings.  Can  be  made  to  order  in  tints,  and  ivith 
deckle  edge  when  quantity  permits  of  manufacture. 


ST.  CLAIR  BRECKONS 


^Aswe  demonstrated  to  an  attentive  world 
_  the  page  on  Miss  Avery,  woman  has  ac- 
quired aplomb  through  experience  in  the  art 
world,  formerly  almost  exclusively  man's 
domain,  and  has  become  indifferent  enough 
to  be  natural.  The  result  is  wholly  desirable. 
Having  gotten  what  she  wanted  it  is  no 
longer  necessary  for  her  to  assert  herself. 
Having  mastered  her  medium  she  no  longer 
has  to  proclaim:  'Took  at  my  technique!" 
Being  taken  for  granted,  she  is  free  to  employ  her  native  gifts 
in  her  own  field,  where  man  cannot  compete;  she  can  be  del- 
icate, subtle,  alluring  and  even  soft,  calm  in  the  knowledge 
that  "a  charming  exterior  is  no  proof  of  superficiality."  She 
may  also  be  quaint  and  do  exactly  as  she  pleases,  as  witness  the 
curious  little  figure  on  the  second  page  following.  Here  is  one 
of  the  most  original  conceptions  in  our  book.  Drawn  in  a 
clean,  pure  line,  almost  pathetic  in  its  delicacy  and  gentleness, 
and  washed  over  with  color  as  a  child  would  do  it,  the  effect 
is  so  naive  that  it  is  probably  the  last  word  in  sophistication. 
This  little  drawing  in  the  manner  of  an  old  French  color  print 
is  simple — note  the  drawing  of  the  face — and  it  meets  Whist- 
ler's test  of  a  work  of  art,  it  shows  no  trace  of  effort,  for 
Whistler  held  that  as  long  as  a  work  of  art  betrayed  a  trace  of 
effort  it  was  unfinished. 

Mrs.  Breckons  was  born  in  Wyoming  and  in  her  art  train- 
ing period  worked  with  a  sculptor,  but  no  one  knows  where 
she  got  her  esoteric  manner,  unlike  that  of  anyone  else  in  this 
country.  She  has  done  work  for  the  Pall  Mall  Magazine  and 
has  made  some  extraordinary  store  cards  for  John  Wanamaker. 


Super-Calendered,  white,  is  a  paper  of  moderate 
price  and  most  desirable  characteristics  uhich,  next 
to  our  "Black  and  White,"  "Superb,  Dull  Coated," 
"Process  Plate,"  "Quaker  Finish" and  ''Art  Book," 
we  advise  the  use  of  for  catalogues,  school  books 
and  other  publications  requiring  a  clean,  durable, 
closely  icoven  sheet  for  printing  from  wood  cuts, 
line  engravings,  zinc  etchings  or  halftone  plates 
made  with  a  screen  not  finer  than  135  lines.  Its  com- 
position insures  softness,  pliability  and  affinity  for 
ink.  It  therefore  prints  easily,  saving  time  in  both 
make-ready  and  running  on  the  press.  Suchapaper 
cannot  be  offered  in  strictly  price  competition  uith 
ordinary  market  grades,  which  are  almost  without 
exception  made  entirely  from  the  products  ofivood, 
and  therefore  thin  for  iceight,  transparent,  hard, 
and  give  weak  effects  in  printing.  We  offer  this  as 
a  paper  of  the  first  cla^s  and  as  eminently  suited 
to  the  several  purposes  for  which  we  recommend  it. 


CHARLES  R.  CAPON 


URE  Renaissance  manner  ordinarily 
would  not  seem  to  appeal  to  the  pur- 
chaser of  advertising  design  and  yet  it 
has  been  chosen  by  this  successful  com- 
mercial artist  for  his  own  announce- 
ment The  average  man  would  contend 
that  the  feeling  of  this  page  was  en- 
tirely non-commercial,  thinking  that 
dignity  and  reserve  were  out  of  place  in 
commerce,  yet  Mr.  Capon  has  worked 
with  the  advertising  managers  of  the  Dennison  Manufacturing 
Company  for  years  and  is  also  a  designer  for  the  Barta  Press, 
a  leading  commercial  printing  establishment  of  Boston.  It 
either  proves  again  that  everything  is  possible  in  Boston  or  that 
taste  is  advancing  in  American  advertising.  Some  of  the  other 
clients  of  this  artist,  who  is  Boston  bom  and  bred,  are  Ginn  & 
Company  and  the  Forbes  Lithograph  Company,  and  Fuller  & 
Smith  and  the  Caxton  Company  of  Cleveland. 

Elsewhere  in  this  volume  reference  is  made  to  the  advanc- 
ing standard  of  taste  in  America  and  the  advisability  of  using 
the  best  art  work  rather  than  the  merely  good,  but  sometimes 
it  does  seem  dangerous  to  give  the  dear  public  a  choice.  Some 
years  ago  a  journal  for  the  homes  of  ladies,  pubUshed  less  than 
a  hundred  miles  from  Independence  Hall,  printed  an  article 
by  a  prominent  interior  decorator  on  how  to  furnish  a  house. 
It  was  illustrated  by  the  deadly  parallel  system,  with  horrible 
examples  in  one  column  and  specimens  of  furniture  in  simple 
hues  and  good  taste  in  the  other.  The  story  goes  that  hun- 
dreds of  letters  were  received  asking  where  the  horrible  ex- 
amples could  be  bought,  only  a  few  inquiring  about  the  others. 


TYPE  AND 
DECORATION 


CHARLES  R.  CAPON 

DESIGNER    TYPOGRAPHER 

TRINITY  COURT 

BOSTON 


Cover  of  a  folder 


Regal  Antique,  India,  uater-marked,  with  rough 
surface  offering  the  maximum  bulk  for  weight,  is 
susceptible  of  artistic  treatment  that  will  produce 
an  irresistible  appeal  to  the  educated  taste.  Cor- 
responding in  shade  to  our  other  papers  of  the  same 
tint,  it  can  be  used  in  combination  tcith  them  or 
alone,  thus  offering  exceptional  opportunity  for  the 
display  of  originality  in  design  and  execution.  The 

faper  is  soft,  durable, permanent  in  color,  unusually 
ulkyfor  weight,  ink  dries  rapidly  on  it,  and  it  can 
be  run  without  slip-sheeting.  Its  high  grade  and 
merits  entitle  it  to  serious  consideration  in  connec- 
tion with  all  publications  that  permit  of  the  use  of  a 
rough-finished  paper.  On  Special- Making  Orders 
can  be  run  with  deckle  edges. 


FREDERIC  G.  COOPER 


Mr.  Cooper  is,  so  far  as  we  know,  the 
only  one  of  our  contributors  who  has 
published  an  illustrated  story  of  his 
life  and  works.  The  little  picture  on 
the  next  page  appears  on  the  cover  of 
this  eight-page  "autobiography,"  the 
drawings  for  which  are  burlesques  of 
his  own  designs.  He  even  caricatures 
some  of  his  caricatures,  almost  as  com- 
plicated a  performance  as  Eddie  Foy's 
imitation  of  Elsie  Janis' imitation  of 

,^ ,  himself. Initwe learn thathewasbom 

in  Oregon  and  that  in  his  boyhood  days  the  mothers  of  other 
boys  in  the  neighborhood  got  into  the  habit  of  telling  their 
sonsto'"'keepawayfromthatFreddieCooper,"andthathecame 

further  East  as  a  youth  and  on  getting  off  the  train  "thanked 
theporterkindly."Further,thathedesirestogivecreditto  Sir 

Charles  Buckle  Falls  for  instruction  so  delicately  and  tenderly 
applied,"andfinally,buriedundermuchpersiflage,astatement 
of  his  art  principles:  "The  only  justification  for  accepting  pay- 
ment for  your  stuff  is  that  the  stuff  shall  result  in  the  selling 
of  the  commodity  wliich  it  illustrates  or  advertises,"  and  "the 
shortestcuttodistinctiveindividualityliesinan  understanding 

of  the  fundamental  principles  and  construction  of  the  thing 
delineated  and  a  strictly  personal  interpretation  of  that  thing, 
ignoring  entirely  how  anyone  else  ever  did  it"  It  may  interest 
you  to  know  that  the  pamphlet,  which  is  a  literary  curiosity, 
costs  only  ten  cents,  the  tenth  part  of  a  dollar,  and  may  be 
had  from  the  Marchbanks  Press,  New  York  (advt.),  also  that 
there  is  more  about  Mr.  Cooper  on  the  next  page. 


The  Bull  Durham  window  card  which  appears  much  reduced 
on  the  opposite  page  is  a  good  example  of  Mr.  Cooper's  latest 
manner.  Note  the  daring  with  which  he  has  omitted  the  profile 
of  the  woman's  face.  We  often  read  in  novels,  "Her  face  was  a 
perfect  blank.  "Here  is  an  illustration  of  it.  The  design  is  a  study 
of  masses,  not  of  lines.  It  is  also  a  goodspecimen  of  the  charac- 
teristic Cooper  lettering,  which  is  always  individual  and  an 
integral  part  of  the  composition.  One  cannot  imagine  another 
man  doing  the  lettering  on  one  of  Cooper's  posters.  The  design 
on  the  previous  page,  so  simple  that  nothing  is  lost  in  its  great 
reduction,  is  one  of  Mr.  Cooper's  stunts.  Itwas  made  to  advertise 
a  Japanese  opera  singer  at  the  Fifth  AvenueTheatre,  New  York, 
and  to  those  few  of  our  readers  who  do  not  understand  Japanese 
we  may  say  that  it  reads"  At  the  Fifth  Avenue,  Sumiko  Tokao, 
Daughter  of  the  Land  of  Flowers."  In  the  little  brown  panel 
intheupper  lef tcornerisMr.  Cooper'smonogram.  The  Japanese 
characters  have  been  praised  by  natives  of  the  land  where  writ- 
ing is  practised  as  a  decorative  as  well  as  a  utilitarian  art. 

This  gifted  man  has  turned  out,  in  not  so  manyyears,  hun- 
dreds of  drawings,  posters,  magazine  covers,  cartoons  and 
thumb-nail  sketches.  Everyone  who  reads  the  editorial  page 
in  Life  knows  the  latter.  Besides  Life,  he  has  worked  mostly 
for  the  Saturday  Evening  Post,  Collier's  Weekly,  the  American 
Tobacco  Company  and  the  New  York  Edison  Company,  al- 
though many  other  publications  and  business  houses  of  equal 
standing  have  used  his  "stuff." 


OozeFinish  is  a  special  machine  finished  paper,  the 
striking  characteristic  of  uhich  is  its  suitability  for 
the  printing  of  deeply  etched  halftone  plates  made 
uith  a  screen  ofl  33  lines  or  less.  The  color  is  a  cream 
uhite,  iihose  uarmth  blends  beautifully  uith  the 
halftone  plate,  producing  that  agreeable  softnessso 
much  desired  incertain  classes  of  illustration.  There 
if  also  a  complete  absence  of  glare  of  any  kind.  Ooze 
IS  an  admirable  medium  for  the  printing  of  type, 
anditisthereforeparticularlysuitableforillustr'ated 
books,  catalogues,  circulars,  etc. 


THELMA  CUDLIPP 


Tlielma  Cudlipp  is  not  the  title  of  a 
five -hundred  page  prohlem  novel 
but  the  honest- to -goodness  name 
of  a  charming  young  Virginian  who 
lives  in  New  York  and  does  draw- 
ings alternately  dainty,  dashing, 
humorous  and  daring.  There  are 
some  in  which  two  or  even  three  of 
these  qualities  are  blended,  and 
every  now  and  then  one  in  which  all 
four  of  these  virtues  are  combined.  The  sourest  of  Teutonic 
philosophers  would  be  obliged  to  admit  that  the  little  drawing 
from  Vanity  Fair  in  our  initial  space  is  dainty  and  humorous. 
It  is  from  a  page  depicting  the  possible  horrors  of  war  and  the 
legend  is"The  food  distress  among  our  little  household  pets  is 
bound  to  be  tremendous.  Here,  for  instance,  are  two  of  them 
having  to  share  a  single  breakfast.  "This  is  typical  Vanity  Fair 
wit  and  Miss  Cudlipp  has  been  called  upon  often  to  illuminate 
similar  flings  in  social  satire.  Some  men  say  women  have  no 
sense  of  humor  and  other  men  pay  them  to  make  humorous 

drawings. 

The  book  j  acket  on  the  over  leaf,  for  the  brilliant  and  caustic 
"Hermione"  sketches  of  Don  Marcpiis,  is  an  adaptation  of  a 
design  for  a  magazine  cover,  also  for  Vanity  Fair,  and  one  of 
the  best  of  a  year's  series.  Motor  Life,  the  Century,  Good  House- 
keeping, the  Pictorial  Review  and  the  Sunday  Sun  have  all 
usedMissCudlipp'swork,alsotheGeorgeH.DoranCo.,Charles 

Scribner's  Sons  and  other  publishers,  and  several  years  ago  she 
took  a  prize  of  five  hundred  dollars  in  a  competition  for  a  poster 
for  a  flower  show  in  New  York  City. 


D.  Applelon  if  Co. 


Dilcol  Coated  Book,  uhite.  is  offered  as  a  medium- 
priced  coated  paper,  suitable  for  large  editions  of 
mailordercatalogs.circulars,booklets.andthemanv 
uses  nhere  cost  is  an  important  factor.  It  is  not  in- 
tended as  either  a  successor  or  substitute  for  our 
standard  grade  of ''Black  and  JT  kite/'  uhich  has 
earned  for  itself  the  reputation  of  being  the  best 
made,  and  comparison  of  the  t  no  grades  tcill  shoic 
a  decided  difference  in  favor  of  the  'Black  and 
White"  as  regards  color,  Jinish  and  printing  quali- 
ties. Jreconfidently  expect,  houeier.that  this  paper 
uillfill  a  long-felt  leant,  as  its  price  and  excellent 
printingqualities  make  it  available  for  many  kinds 
oftvork,  uhich  of  necessity  must  be  printed  on  a 
medium  grade  of  coated  paper.  In  common  iiith  all 
ourproducts  the  surface  is  firmly  fixed,  brilliant  in 
color,  but  not  excessively  glossy,  icill  not  ''pick,  "and 
the  ink  dries  rapidly  upon  it,  thus  avoiding  the  ne- 
cessity of  slip-sheeting.  A  comparison  oftliis  stock 
ivithothermakessellingataboutthe  same  price  uill 
show  a  decided  superiority  in  favor  of  our  product, 
as  regards  color,  texture,  and  that  affinity  for  ink 
uhich  gives  rich,  brilliant  contrasts,  unusual  in  a 
paper  of  this  grade.  Suitable  for  printing  on  from 
fine  screen  plates  in  black,  tints  or  colors. 


EDWARD  B.  EDWARDS 


ESEARCH  is  as  necessary  to  the  art- 
ist as  the  scientist,  if  he  takes  his  work 
seriously.  Mr.  Edwards  is  a  scholar, 
a  student  and  a  collector  as  well  as 
a  designer.  The  cover  for  the  score 
of  "The  Jewels  of  the  Madonna"  is 
a  beautiful  example  of  his  work,  a 
characteristic  of  which  isalways  com- 
plete purity  of  style,  a  matter  into 
which  he  goes  deeply.  He  is  an  au- 
thority on  style,  has  a  fine  reference  library  of  books  on  the 
subject  and  a  collection  of  art  objects  of  the  different  periods 
as  well.  He  is  familiar  with  many  schools,  and  the  range  of  his 
work  and  the  variety  of  styles  he  employs  are  astonishing.  A 
problem  put  up  to  him  receives  the  most  careful  attention, 
and  his  presentation  of  an  idea  is  marked  by  elal^orate  care. 
A  so-called  sketch  by  Edwards  is  already  a  work  of  art.  After 
the  orders  have  been  executed  people  frame  them. 

Pennsylvania  is  his  native  state,  but  he  has  worked  in  New 
York  city  for  many  years  for  a  list  of  loyal  clients  headed 
by  the  Metropolitan  Museum  of  Art,  for  whom  he  has  car- 
ried out  extended  commissions.  The  Outlook  and  the  Inde- 
pendent magazines  have  each  used  a  series  of  carefully 
studied  covers,  and  he  has  done  much  for  the  Curtis  Publish- 
ing Company,  notaljly  elaborate  covers  and  pages  in  color 
for  the  Ladies'  Home  Journal.  Then  there  is  an  entire  col- 
lection of  these  music  covers  for  G.  Schirmer  besides  the  one 
we  show,  this  lacing  a  field  fertile  with  ideas  for  the  decorative 
designer  and  filled  with  poetic  and  romantic  suggestions  for 
the  man  with  imagination. 


THE  JEWELS  OF  THE  MADONNA 

(  I  GIOIELLI    BELLA  MADONNA) 
OPERA  BY 

ERA\ANNO  WOLF -FERRARI 


NEW  YORK-  G.  SCHIRA\ER 

BOSTON   THE  BOSTON  MVSIC  CO 


Midtyholor.  coated  one  side,  is  a  brilliant,  durable, 
hif^h-Jinished  paper  for  half-lone  or  color  tvork, 
presenting  a  surface  on  ichich  ink  dries  rapidly, 
permitting  of  fast  running,  and  ivhich  is  not  easily 
soiled  by  handling,  thus  reducing  the  tvaste  to  a 
minimum.  Danger  of  change  in  color  of  ink  inci- 
dent to  either  acid  or  alkali  reaction  is  eliminated. 
The  body  paper  is  closely  woven,  clean,  of  excep- 
tionally good  color  and  the  coating  uniformly  dis- 
tributed, dense,  highly  finished,  and  possesses  an 
affinity  for  ink,  a  combination  which  insures  both 
easy  running  on  the  press  and  most  satisfactory 
results.  This  product  is  the  result  of  many  years  of 
close  study  of  the  paper  requirements  of  the  highest 
class  of  printing  from  either  halftone  or  color 
plates  and  tve  unhesitatingly  present  it  as  the  most 
suitable  medium  produced. 


CARLTON  D.  ELLINGER 


HEN  we  came  to  choosing  an  ex- 
ample of  Mr.  Ellinger's  work  we 
found  ourselves  confronted  by  a 
man  who  works  in  two  sharply 
divided  manners;  one  picturesque 
in  general  effect,  with  the  design 
^1  composed  of  masses  of  bold  color, 
the  other  employing  rather  delicate 
and  elegant  motives  drawn  in  line 
and  based  on  the  more  conventional 
classic  forms  with  color  schemes  of  combinations  of  the  most 
refined  colors  and  tints,  such  as  a  cool  dark  gray  with  a  pale 
gray  background  or  a  moderately  warm  brown  on  gray-brown 
as  its  relief.  In  despair  we  chose  the  poster-like  cover  of  the 
menu  card  of  the  Windsor  Hotel  for  our  exhibit,  perhaps 
because  it  was  the  more  unusual  and  helped  to  lend  variety  to 
our  book,  and  at  the  same  time  we  attempted  to  give  a  glimpse, 
at  least,  of  the  artist's  other  phase  by  means  of  the  initial  on 
this  page.  To  convey  an  adequate  impression  of  this  side  of 
Mr.  Ellinger's  character  we  should  have  to  reproduce  in  fac- 
simile one  of  the  commercial  booklets  which  this  artist  has 
decorated;  for  instance,  the  distinguished  pamphlet  advertising 
the  new  Bush  Terminal  Exhibit  Building  in  New  York  City. 
Born  in  Michigan,  Mr.  Ellinger  has  arrived  in  New  YorkCity. 
He  has  worked  for  the  Cargill  Company  of  Grand  Rapids,  the 
JosephMackPrintingHouseofDetroit,theNiagaraLithograph 
Co.  of  Buffalo,  the  Herald  Press  of  Montreal  and  the  Redfield, 
Kendrick,  Odell  Co.,  Wynkoop,  Hallenbeck  &  Crawford  Co., 
Gibbs  &  VanVlieck,  Frank  Seaman  Co.  and  the  Aeolian  Com- 
pany of  New  York. 


Extra  Strong  Tinted  Enamel  possesses  unusual 
strength  and  jlexibilit\,  is  well  adapted  for  ivork  to 
be  embossed  and  all purposesrequiring  strength  and 
durability,  combined  ivilh  the  best  printing  and 
folding  qualities.  The  body  paper  is  the  same  tint  as 
thecoatingandicillnot, therefore, shononthe  folded 
edge.  With  a  high  glossy  surface  firmly  fixed  and 
notsensitive  to  moisture,  it  is  ivell  suited  for  printing 
from  type,  line  engraving,  three-color  or  half-tone 
plates.  A  superior  grade  of  paper  that  has  proved 
entirely  satisfactory  for  the  purposes  for  ivhich  it  is 
intended.  Suitable  for  covers,  folders,  booklets  and 
announcements.  The  coating  is  the  same  as  used  for 
"'Blackand  White''and  it  possessesthesame  unusual 
printing  characteristics. 


CHARLES  B.  FALLS 


IHEartofCharlesB.Fallsisbrilliant 
and  solid,  like  his  conversation, 
if  a  personal  remark  maybe  per- 
mitted at  this  point.  The  initial 
on  this  page,  made  specially  for 
this  book,  and  our  reduction  of 
the  eight -sheet  poster  of  Bert 
Williams  are  admirable  illus- 
trations of  these  very  desirable 

^ qualities,  often  opposed  to  each 

other  but  here  blended  in  one  man's  work.  The  Bert  Williams, 
though  made  some  time  ago,  remains  one  of  the  best  posters 
ever  done  in  this  country.  It  is  of  extraordinary  carrying  power 
and  absolutely  characteristic  of  his  subject.  This  commercial 
design,  made  for  use  in  New  York  City  for  a  week  or  two,  is  a 
complete  portrait  of  Mr.  Williams.  Note  the  loose-j  ointed  pose, 
the  gleam  of  his  eye  and  the  careful  placing  of  his  feet,  which 
must  be  fixed  just  so  before  he  can  begin  his  far  from  lyric  song. 
Mr.  Falls,  although  born  in  Indiana,  has  been  an  inspiration 
to  many  of  our  younger  artists  (see  the  biographical  note  on 
F.  G.  Cooper  in  this  here  book),  and  he  is  not  so  very  old  him- 
self. He  has  a  long  list  of  customers.  Everybody's,  Collier's, 
System,  Vogue  and  the  Red  Book;  the  Palace  Theatre  and  the 
Fifth  Avenue  Theatre,  New  York;  Dodd,  Mead*&  Co.  and  the 
Edison  Co.,  New  York;  Marshall  Field  &  Co.,  and  Sears,  Roe- 
buck &  Co. ,  Chicago ;  and  N.  W.  Ayer  &  Son,  Calkins  &  Holden, 
J.  Walter  Thompson,  Berrien -Durstine,  Frank  Seaman  and 
Street  &  Finney.  Of  recent  years  he  has  carried  some  of  his 
ideas  for  costumes  and  backgrounds  onto  the  stage,  in  several 
productions  for  the  American  Society  of  Illustrators. 


Flat  White  excels  all  other  machine  Jinished papers 
of  moderate  price  in  brilliancy  of  color,  cleanliness, 
similarity  on  the  tiio  sides  of  the  sheet,  strength,  dur- 
ability, and  printing  characteristics — in  short,  is  a 
paper  uhich  again  accentuates  the  fact  that  our 
papers"Contributetoprintedu-orkanatmosphere — 
that  indescribable  something  that  differentiates  be- 
tiieen  the  artistic  and  the  commonplace,"  and  uhich 
has  earned  for  them  the  general  recognition  ofbeing 
"The  Best  Made."  As  its  name  implies,  the  surface 
of  the  paper  is  perfectly  level,  arid  absolutely  free 
from  'glare.  "Su  itable for  printing  from  line  engrav- 
ings, Ben  Day  plates,  half-tones  not  finer  than  120 
line,  peculiarly  acceptable  for  type,  and  therefore 
most  desirable  for  library  tt  oris,  text-books,  and 
books  of  reference  that  are  frequently  in  use. 


LOUIS  FANCHER 


As  an  instance  of  how  seriously  advertis- 
^-  ing  design  is  taken  nowadays  it  may  be 
mentioned  thatMr.  Fancherspenttwodays 
making  studies  at  West  Point  before  put- 
ting brush  to  paper  for  the  Simplex  ad- 
vertisement. But  Mr.  Fancher  has  always 
taken  his  work  seriously,  which  may  ac- 
count for  the  fact  that  his  designs  have 
been  used  by  every  first-class  advertising 
agency  in  New  York,  by  practically  all  the 
magazines  that  use  good  drawings  and  by 
publishers  like  Doubleday,  Page  &  Co., 
D.  Appleton  &  Co.,  and  Frederick  A.  Stokes,  besides  such  com- 
mercial houses  as  the  Pierce-Arrow  and  Packard  Automobile 
Companies  and  the  makers  of  Firestone  tires.  In  the  Simplex 
page,  poster-like  in  its  carrying  power,  we  have  an  example 
of  his  latest  manner,  broad  masses  and  solid  color  used  with  a 
sure  touch  and  a  practiced  hand.  In  the  Scribner's  poster  on  this 
page  we  are  fortunate  in  being  able  to  show  an  instance  of 
an  earlier  method.  This,  perhaps  his  best  poster  design,  has  long 
been  out  of  print  and  acknowledgment  should  be  made  to  Mr. 
Henry  Lawrence  Sparks,  of  New  York,  for  permission  to  re- 
produce the  copy  in  his  famous  poster  collection. 

Mr.  Fancher  studied  at  the  New  York  Art  Students' League 
and  afterwards  in  Munich.  He  was  born  in  Minneapolis  but 
was  taken  to  Chicago  as  an  infant  and  remained  there  until 
he  was  fifteen,  reversing  the  experience  with  this  city  of  Mr. 
Ralph  Fletcher  Seymour,  who,  as  mentioned  elsewhere  in  this 
volume,  was  born  in  Chicago  but  was  taken  from  there  as 
a  baby.  Is  there  anything  symbolic  in  this  mysterious  exchange? 


mm 


There  is  no  Simplex  owner  who  be 
lieves  that  any  better  car  is  made 
The  longer  the  period  of  possession 
the  more  surely  this  belief  becomes 
conviction.  Crane  model,  six  cylin 
der  chassis,  five  thousand  dollars! 
SIMPLEX  AUTOMOBILE  COMPANY 
BROADWAY,  NEW  YORK  CITY 


Off-Set,  ivhite  or  tinted,  made  uith  the  grain  or 
''tooth"  considered  most  acceptable/or  off-set  print- 
ing, specially  sized,  trimmed  on  all  sides,  perfectly 
flat,  and  sorted  by  hand  in  order  to  meet  the  neces- 
sities of  the  automatic  feed.  Furnished  in  single 
sheet  and  pasted  two  or  three  ph.  To  order  otUy; 
quotations  on  application.  Samples  furnished  on 
request. 


ARTHUR  FINLEY 


I  ANY  men  of  many  minds  make 
up  the  world  of  art  as  well  as  the 
world  of  which  it  is  a  part  and  it 
has  to  be  pointed  out  constantly 
that  there  is  nothing  about  the 
mere  physical  act  of  painting  or 
sculpturing  which  necessarily 
makes  a  man  artistic.  Theodore 
Child  used  to  say  that  painting 
^^^^^^^^^^^^^^_^_  was  no  more  mysterious  or  diffi- 
cult  to  learn  than  soap  boiling.  Some  men  who  draw  and  paint 
are  more  prosaic  than  most  bookkeepers.  There  are  many  art- 
ists of  whom  one  can  easily  think  as  doing  otherwork,  as  bankers, 
naturahsts,  orators,  actors,  but  it  is  impossible  to  think  of  a 
man  with  Mr.  Finley's  curious  and  original  imagination  being 
a  postman  for  instance. 

The  initial  on  this  page,  done  especially  for  this  book, 
is  a  good  example  of  Mr.  Finley's  habit  of  mind.  His  work 
is  never  commonplace,  never  hackneyed,  never  quite  the 
same;  while  the  menu  cover  for  the  Cafe  des  Beaux  Arts  of 
M.  Bustanoby  is  one  of  the  most  distinguished  things  of  its 
kind  ever  seen  in  New  York,  where  the  restaurant  business  is 
more  than  a  business  and  the  attempts  to  make  it  an  art  are 
never  ending. 

Born  in  New  York  State,  Mr.  Finley  lives  in  its  largest  city, 
and  has  done  work  for  Calkins  &  Holden — is  there  any  good 
artist  who  has  not? — the  Cheltenham  Agency,  the  Mears  Ad- 
vertising Agency,  Marshall  Field  &  Company,  R.  H.  Macy  & 
Company,  Lord  &  Taylor,  and  Vogue  and  Vanity  Fair,  in  which 
esoteric  periodicals  he  looks  most  securely  at  home. 


Couritsy  of 

Caji  dcs  Beaux  Arts 


Printed  on  Dill  &  Collins  Arl  Book  Sta  foam 
Substance  ZS^i  x  45— US  lb. 


Tinted  Art  Book,  super-calendered,  gives  excep- 
tionally good  results  from  all  line  engravings  and 
half-tone  plates,  preferably  not  finer  than  135-line 
screen,  and  also  when  printed  from  lithographic 
stone.  Is  specially  sized  for  writing  on  with  pen 
and  ink,  and  most  acceptable  when  used  on  any 
typewriting  machine.  Folds  welland possesses  suffi- 
cient strength  for  ordinary  embossed  work.  These 
characteristics,  in  conjunction  with  permanency, 
brilliancy  and  uniformity  of  color,  cleanliness,  and 
a  strong  affinity  for  ink,  present  a  paper  peculiarly 
suitable  for  Catalogues,  Covers,  Order  Books,  En- 
velopes.  Booklets,  Blank  Forms,  Enclosures,  State- 
ments, Letter  Heads,  Bill  Heads,  Announcements. 


CHARLES  H.  FORBELL 


Designersand  buyersof  stereotyped  adver- 
tising designs  will  run  around  the  comer, 
suffering  from  shock,  after  a  glance  at  the 
booklet  cover  for  Weber  &  Heilbroner, 
for  it  is  a  new  idea.  It  is  safe  to  say  that  no 
one  has  seen  this  particular  stunt  done  be- 
fore. The  conception  of  the  three  old  boys, 
"looking  'em  over"  from  an  opera  box,  is 
excessively  cleverandtheexecutionis  per- 
fect It  is  no  joke  to  get  the  low  visibility 
effect  in  a  box,  as  one  looks  toward  the  rear  of  a  darkened 
auditorium,  by  making  a  few  marks  on  a  piece  of  blue  paper 
with  ten  cents' worth  of  paint — a  nickel's  worth  of  brown  and 
a  nickel's  worth  of  white — thereby  increasing  the  value  of  the 
piece  of  paper  from  ten  cents  to  a  hundred  dollars  or  so.  The 
borders  of  the  curtains  are  strokes  of  genius  and  the  whole 
comes  dangerously  near  meeting  the  severest  test  of  a  work  of 
art:  Could  a  line  be  spared?  Could  a  line  be  added? 

The  Uncle  Sam  design  on  this  page  was  shown  all  over  the 
country  on  Pathe  films  during  the  first  Liberty  Loan  Campaign. 
It  is  lively,  well  drawn  and  precious  to  the  student  of  adver- 
tising design  because  it  also  is  the  expression  of  a  good  idea 
which  Mr.  Forbell  thought  of  himself.  The  Blackman-Ross 
advertising  agency,  the  Street  &  Finney  Company,  the  United 
Cigar  Stores  Company,  and  the  New  York  World  are  among 
those  who  buy  Forbellisms,  and  Life  is  a  steady  patron. 

Mr.  Forbell's  birthplace  is  a  secret.  When  asked  about  this 
important  matter,  he  said,  "I  was  bom  in  New  York  City.  I 
really  was  bom  in  Brooklyn,  but  perhaps  we  would  better  keep 
it  quiet."  So  we  hereby  refrain  from  mentioning  it 


Printed  on  Dill  &•  Collins  Aramingo  Bond 
22  X  34 — 32  lb. 


Aramingo  Bond,  a  paper  of  moderate  price,  having 
good  strength  and  a  surface  adapted  to  either  pen 
or  pencil ;  suitable  for  letterheads,  statements, 
order  blanks,  memorandum  books,  envelopes,  and 
the  many  purposes  for  which  such  a  paper  natur- 
ally suggests  Itself.  Can  be  made  with  laid  mark, 
also  in  tints,  and  the  surface  can  be  varied  to  suit 
special  requirements. 


FREDERIC  W.  GOUDY 


NE  of  the  finest  designs  from  Mr. 
Goudy's  pen  is  the  rich  and  vigor- 
ous border  around  the  page  from 
his  ill-fated  edition  of  "The  Sermon 
in  the  Mount,"which  book,  almost 
finished,  was  destroyed  by  a  fire  in 
January,  1908,  in  a  building  in  New 
York  City  in  which  was  housed  his 
Village  Press,  now  at  Forest  Hills 

Gardens,  Long  Island.  Different 

from  any  of  the  other  books  which  Mr.  Goudy  has  decorated 
and  printed,  it  is  a  pity  that  he  was  not  able  to  induce  it  to 
follow  the  example  set  by  the  justly  celebrated  phoenix. 

Itis  impossibletodo  morehere  than  listapartofMr.  Goudy's 
activities.  Bom  in  Ilhnois,  he  was  a  bookkeeper  in  Chicago, 
where  he  made  his  first  drawing  for  type.  Among  the  types 
designed  by  him  are  Camelot  Capitals,  Pabst,  Powell,  Cush- 
ing  Itahc,  Kennerley,  Goudy  Roman  (the  Village  type),  38  E 
and  Itahc  (for  the  Monotype),  Copperplate  Gothics,  De  Vinne 
Roman,  Norman  Capitals,  Forum,  Goudy  Old  Style,  and  two 
private  faces.  Klaxon  and  Sherman. 

He  has  worked  for  Marshall  Field  &  Co.,  Gimbel  Brothers, 
Hart,  Schaffner  &  Marx,  the  House  of  Kuppenheimer,  the 
Victor  Phonograph  Company,  the  Peerless  Motor  Car  Com- 
pany, the  American  Type  Founders  Company,  the  Curtis 
Pubhshing  Company,  the  Woman's  Home  Companion,  Proc- 
tor &  ColHer,  Lord  &  Thomas,  Calkins  &  Holden,  the  Pabst 
Brewing  Company,  E.  P.  Dutton  &  Co.,  Brentano's,  the  Bobbs- 
Merrill  Company,  Herbert  L  Stone  &  Co.,  A.  C.  McClurg  & 
Co.  and  the  late  J.  Pierpont  Morgan. 


^ 


W^ 


THESERMONINTHE-MOUNT 

BEING  CHAPTERS  V,  VI  AND  VII  OF  THE  GOSPEL 
ACCORDING  TO  SAINT  ^4ATTHEW 


ND  SEEING  the  multitudes,  he 
■went  up  into  a  mountain:  and 
•w^hen  he  was  set,  his  disciples  came 
unto  him :  &  he  opened  his  mouth, 
and  taught  them,  saying, 
BLESSED  are  the  poor  in  spirit: 
for  theirs  is  the  kingdom  of  heaven. 
BLESSED  are  they  that  mourn: 
for  they  shall  be  comforted. 
BLESSED  are  the  meek :  for  they 

__^ shall  inherit  the  earth. 

BLESSED  are  they  which  do  hunger  and  thir^  after  righteous* 

ness:  for  they  shall  be  filled. 

BLESSED  are  the  merciful :  for  they  shall  obtain  mercy. 

BLESSED  are  the  pure  in  heart :  for  they  shall  see  God. 

BLESSED  are  the  peacemakers:  for  they  shall  be  called  the 

children  of  God. 

BLESSED  are  they  which  are  persecuted  for  righteousness 

sake :  for  theirs  is  the  kingdom  of  heaven. 

BLESSED  are  ye,  when  men  shall  revile  you,  and  persecute 

you,  &  shall  say  all  manner  of  evil  again^  you  falsely,  for  my  sake. 

REJOICE,  and  be  exceeding  glad:  for  great  is  your  reward  in 

heaven :  for  so  persecuted  they  the  prophets  which  were  before 
r  r~m  you. 

■■■^-^  YE  are  the  salt  of  the  earth :  but  if  the  salt  have  lost  his  savour, 
^4l  wherewith  shall  it  be  salted  ?  it  is  thenceforth  good  for  nothing, 

but  to  be  ca^  out,  and  to  be  trodden  under  foot  of  men. 


Imperial  Laid,  white,  water-marked,  is  made  from 
formulas  selected  with  a  view  to  producing  a  soft, 
clean,  close,  high-colored  sheet  with  antique  finish, 
having  an  affinity  for  ink  and  insuring  strong,  duU 
effects  in  printing.  Attention  is  requested  to  the 
softness  and  rapid-drying  peculiarity  of  the  stock, 
avoiding  the  necessity  of  inter-leaving  and  permit- 
ting of  immediate  backing  up,  thereby  saving  both 
time  and  expense  in  the  execution  of  the  work.  Dur- 
ability, permanency  of  color,  ana  the  maximum 
bulk  for  weight,  combined  with  moderate  cost,  ren- 
der it  exceptionally  acceptable  for  all  publications 
of  the  best  class  requiring  a  rough-surfaced  paper. 
On  items  made  to  order  the  color  can  be  changed 
to  any  shade  of  white  or  toned,  plain  or  deckle  edge, 
and  any  style  dandy  used  for  the  laid  mark. 


EARL  HORTER 


As  secretary  of  the  American  Society 
of  Etchers,  Mr.  Horter  occupies  a 
unique  position  among  American  de- 
signers. A  contributor  to  all  of  the 
important  exhibitions  of  prints,  and 
honored  last  season  by  the  leading 
print  dealers  of  this  country,  in  an 
exhibition  composed  entirely  of  his 
plates,  it  is  an  honor  for  a  leadingcom- 
mercial  house  to  be  permitted  to  give 
Mr.  Horter  an  order.  However,"Bill," 
which  is  the  most  popular  abbrevia- 
tion of  his  first  name,  is  not  over  proud.  All  commissions  are 
thankfully  received  and  promptly  executed,  in  which  he  differs 
from  another  contributor  to  this  book  whose  friends  claim  that 
he  has  had  printed  and  freely  uses  "order  refusal  blanks." 

In  view  of  Mr.  Horter's  avocation  it  is  not  strange  that  his 
commercial  work  has  an  uncompromising  etching  quality.  It 
will  be  noted  in  the  drawing  for  the  initial  space  on  this  page, 
made  specially  for  this  book.  As  the  advertiser  is  always  looking 
for  something  different,  this  artistic  stubbornness  draws  to  him 
a  certain  "high-brow"  clientele.  On  his  roll  of  honor  are  the 
Curtis  Publishing  Company,  the  Packard  Motor  Car  Company, 
the  Bartlett-Orr  Press,  Norman  T.  A.  Munder  &  Co.,  N.  W. 
Ayer  &  Son  and  Calkins  &  Holden.  Our  exhibit  is  one  of  a 
number  of  drawings  made  for  a  series  of  brochures  entitled 
"The  Call  of  the  City,"  issued  by  the  advertising  department 
of  the  New  York  American.  Having  lived  for  the  most  part  in 
New  York  City,  though  born  in  Pennsylvania,  Mr.  Horter  has 
reverted  to  type  and  is  once  more  located  in  Philadelphia. 


Courtesy  of  New  York  An 


De-and-Se  Tints,  Smooth  Machine  Finish,  are  suit- 
able for  many  purposes  and  desening  of  careful 
consideration  in  connection  tiith  an\  icorkforuhich 
such  a  paper  is  permissible.  Speciallv  sized  for  uHt- 
ing  on  tiithpen  and  ink,  or  pencil,  and  entirely  ac- 
ceptable to  the  t\peuriter.  It  is  practically  a  uriting 
paper  so  moderate  in  price  as  to  make  it  available 
for  letter  sheets,  billheads,  blank  forms,  orderbooks, 
envelopes  and  many  similar  uses.  The  printing  qual- 
ities of  the  paper  are  excellent,  its  strength  much 
above  the  average,  and  it  is  therefore  iiell  adapted 
for  use  in  catalogues,  folders,  booklets,  announce- 
ments, enclosures,  time-tables,  etc.  The  tints  are 
attractive  and  readily  lend  themselves  to  artistic 
treatment,  the  surface  isfreefrom  gloss  or  glare,  and 
the  paper  satisfactorily  responds  to  sympathetic 
development.  Suitable  for  printing  from  t^pe,  line 
engravings  or  halftone  plates  not  finer  than  120 
line. 


CHARLES  E.  HOWELL 

PERHAPS  none  of  the  artists  represented  in  this 
I  collection  has  been  more  active  in  the  ad- 
vertising field  than  Charles  E.  Howell,  of 
New  York  City.  His  list  of  clients,  past  and 
present,  includes  practically  all  of  the  large 
advertising  agencies,  Berrien  &  Durstine, 
Inc.,  the  Blackman-Ross  Company,  N.W. 
Ayer,  the  Cheltenham  Agency,  J.  Walter 
Thompson,  John  O.  Powers  Company,  George 
Batten  Company,  Charles  Daniel  Frey  and 
others,  as  well  as  such  firms  as  the  Curtis  Publishing  Com- 
pany, Cluett,  Peabody  &  Company,  the  Crofut-Knapp  Com- 
pany, and  well-known  publications  like  Good  Housekeeping, 
the  Woman's  World  and  the  New  York  Tribune. 

Mr.  Howell  began  his  activity  with  the  pen  and  brush  in 
Washington,  D.  C.  After  a  period  spent  with  the  Washington 
Post  he  came  to  New  York  and  worked  on  the  World,  and 
later  on  the  Globe.  He  brought  his  newspaper  career  to  an 
end  when  the  opportunity  came  to  take  charge  of  the  art 
department  of  the  Calkins  &  Holden  Agency.  Since  then 
his  live-wire  work  in  many  forms  of  publicity  has  become 
nationally  known  because  of  its  snap,  its  humor  and  its  other 
qualities  that  catch  and  hold  the  attention  of  the  advertiser's 
helpless  victim.  He  is  now  working  independently. 

It  may  be  guessed  that  the  characteristic  figure  attached 
to  the  initial  on  this  page  is  from  something  designed  to  sell 
paint.  It  happens  in  this  case  to  have  been  made  for  the  cover 
of  a  folder  for  the  Charles  L.  Kiewert  Co.,  New  York  City, 
to  whom  we  are  indebted  for  the  use  of  this  spirited  drawing. 


LIGHT  on  LATCHES 


w 


THERE  was  once  a  Mayor  in  the  old 
town  of  Falaise  (the  birthplace  of 
William  the  Conqueror)  who,  being 
oppressed  by  the  fact  that  the  streets 
were  very  dark,  issued  a  proclama- 
tion that  each  householder  should  hang  a 
lantern  in  front  of  his  door. 

But  the  streets  of  Falaise  were  no 
lighter. 


Courltsy  of  The  Yale  &  Tm'ne  Mfg.  Co. 


Primed  on  Dill  &  Cutlins  Owen  Laid.  Toned 
Substance  >5  x  3S—90  lb. 


Queen  Laid,  toned,  tvater-marked,  is  a  paper  with 
antique  finish,  of  medium  grade  and  offered  at  a 
price  that  makes  it  available  for  ordinary  pur- 
poses. The  stocks  used  in  making  insure  softness, 
permanency  of  color  and  durability.  The  finish 
and  bulk  for  weight  are  about  the  same  as  "Imperial 
Laid"  and  "Regal  Antique,"  ivhich  represent  the 
maximum  obtainable  in  paper  of  this  class.  In 
common  with  all  our  products  it  has  an  affinity  for 
ink,  gives  strong,  rich  printed  effects,  and  runs  easy 
on  the  press.  On  items  made  to  order  the  color  can 
be  changed  from  ichite  to  deep  toned,  plain  or 
deckle  edge,  and  any  style  of  dandy  used  for  the 
laid  mark. 


EGBERT  G.  JACOBSON 


HE  booklet  cover  design  by  Mr. 
Jacobson,  reproduced  on  the  follow- 
ing page,  is  one  of  the  most  curious 
and  interesting  experiments  in  color 
which  has  been  made  in  this  country. 
The  entire  cover  is  shown,  front  and 
back,  before  being  folded  for  bind- 
ing. The  use  of  red,  green  and  lav- 
ender is  as  extraordinary  and  as 
original  as  some  of  the  color  schemes 
in  the  best  German  work  of  this  character.  Despite  his  un- 
popularity at  the  moment  in  some  fields  of  human  endeavor, 
credit  must  be  given  to  the  German  for  a  unique  art  of  de- 
sign. Applied  to  interior  decoration  it  is  somewhat  wearing, 
but  in  the  advertising  field  we  must  give  the  German  his  due. 
Mr.  Jacobson  is  at  present  living  in  Larchmont,  New  York, 
after  having  spent  a  number  of  years  in  the  thick  of  things 
in  New  York  City.  He  has  done  a  great  deal  of  work  for  the  big 
advertising  agencies  like  N.  W.  Ayer  &  Son,  of  Philadelphia, 
and  Calkins  &  Holden,  of  New  York,  and  for  various  pub- 
lishers and  publications  as  well,  among  them  the  Century 
Company,  Funk  &  Wagnalls  and  the  New  York  World.  The 
MetropoUtan  Life  Insurance  Company,  of  New  York,  has  also 
employed  Mr.  Jacobson's  talent  to  a  considerable  extent  in 
its  vast  advertising  activities.  He  is  one  of  those  rare  human 
beings,  rapidly  becoming  extinct,  a  New  Yorker  who  was  bom 
in  New  York  City,  being  so  much  a  native  that  he  says  the 
other  States,  \\dth  the  possible  exceptions  of  New  Jersey  and 
a  part  of  Pennsylvania,  are  so  far  as  he  is  concerned  "merely 
pink  and  green  sections  of  the  map." 


\ 


rrpui 

hirt 

§  Oinr/ 


§ 


luetr,  ea 
bodyb'  o 
nc    akery 


Courtesy  of  Clueti.  Peabody  6*  Co.,  Inc, 


Duchess,  deckle  edge  on  two  long  sides,  presents  a 
paper  of  refined  character  and  its  color,  texture 
and  finish  are  especiaUy  designed  for  use  in  artistic 
adi^ertising  matter,  such  as  booklets,  catalogues, 
folders  and  announcements.  The  different  tints — 
ten  inall — harmonizewith  each  other, and  unusual 
excellence  in  effects  can  be  obtained  uith  combina- 
tions of  bronze  and  colored  inks.  The  Thick  and 
Double  Thick  have  the  necessary  folding  strength 
and  stiffness  for  covers,  and  are  suitable  for  em- 
bossing. For  folders  any  weight  can  be  used,  or  one 
of  the  lighter  weights  for  inside  and  heavier  weight 
in  same  or  contrasting  color  for  the  cover.  For  line 
cuts  or  etching,  photogravure  and  offset  printing. 


GUERNSEY  MOORE 


ANY  good  men  have  made  covers  for 
Collier's  but  that  by  Mr.  Moore  used  as 
our  exhibit  is  surely  one  of  the  finest.  It 
is  well  drawn,  decorative,  distinguished. 
The  initial  on  this  page,  used  by  permis- 
sion of  the  Packard  Automobile  Com- 
[)any,  is  beautiful  in  color  and  extremely 
original,  a  complete  and  self-contained 
decoration.  Guernsey  Moore  is  one  of 
the  well-known  figures.  For  years  he  has 
maintained  a  certain  historical  style  all  his  own.  It  may  have 
in  it  a  touch  of  old  Pennsylvania  Quakerism.  He  tells  us  that 
he  was  born  in  Germantown  "many,  many  years  ago"  and  adds 
these  historical  notes,  "Germantown  is  also  favorably  known 
through  the  fact  that  the  making  of  paper  was  started  there  in 
1690.  In  1739  Christopher  Saner  printed  in  Germantown  the 
first  German  newspaper  in  America.  In  1743  he  issued  the  first 
Bible  in  an  European  language  printed  in  America  and  in  1 772 
or  1773  Sauer  and  his  son  cast  the  first  type  made  in  America." 
Some  history  for  a  suburb. 

Mr.  Moore  is  Pennsylvania  through  and  through.  He  lives 
in  Swarthmore,  he  has  directed  Philadelphia  pageants — the 
costumes,  the  heraldry,  the  accessories — and  he  has  worked 
principally  for  the  Saturday  Evening  Post  for  nearly  twenty 
years.  For  a  time  he  was  its  art  editor.  Even  the  Hotel  Tray- 
more,  Atlantic  City,  where  he  has  installed  a  series  of  mural 
paintings,  seems  a  Philadelphia  institution,  but  to  avoid  any 
hard  feeling  in  other  cities  it  must  be  recorded  that  he  has  also 
done  much  work  for  the  American  Magazine  of  New  York  and 
the  Pierce-Arrow  Motor  Car  Company  of  Buffalo. 


Guernsey 
Moore 


Velour  is  a  super-calendered  paper  intended  par- 
ticularly for  the  printing  of  half  tone  plates.  It  has  a 
■medium  finish  and  is  made  very  soft  with  special 
sizinginordertosecurethat  affinity forinknecessary 
to  the  successful  printing  ofnalf tones  on  uncoated 
paper.  The  color  of  Velour  is  a  cream  white,  a  most 
agreeable  shade  for  books,  catalogues,  circulars  and 
advertising  matter  generally,  for  all  ofivhich  this 
paper  is  appropriate. 


HOWARD  McCORMICK 


/ 


Mr.  McCormick  is  one  of  the  few  Ameri- 
can wood  engravers  of  the  first  rank.  As 
will  be  seen  by  our  exliibit,  the  "Mexican 
Plowing,"  from  his  series  of  pictures  of 
Mexico,  the  Century  Magazine  has  not 
\  hesitated  to  place  his  work  with  that  of 
Timothy  Cole  in  its  somewhat  exclusive 
pages.  The  McCormick  compositions  are 
all  decorative  in  the  broader  sense — one 
does  not  have  to  draw  patterns  to  be 
decorative — and  his  lettering  is  interesting  and  vigorous,  even 
if  every  character  is  not  absolutely  classic  from  the  point  of 
view  of  the  type  designer.  It  is  picturesque  and  colorful  and 
he  does  not  want  to  draw  letters  like  a  type  designer. 

A  man  who  gets  color  into  black  lettering  can  easily  put  this 
quality  into  the  pictorial  part  of  his  design  and  the  "Mexican 
Plowing"  is  an  excellent  example  of  a  black  and  white  com- 
position which  is  full  of  color.  The  ability  to  do  this  comes 
naturally,  as  Mr.  McCormick  is  an  accomplished  painter.  He 
has  been  engaged  for  a  long  time  on  wall  paintings  at  the  Ameri- 
can Museum  of  Natural  History,  New  York,  and  has  executed 
some  important  private  commissions.  His  most  important  wood 
block  is  a  head  of  Lincoln,  after  a  bust  by  Gutzon  Borglum. 
Although  most  often  engaged  in  work  for  the  magazines,  the 
Century,  Collier's,  Everybody's,  the  Delineator,  he  has  worked 
commercially  for  the  J.  Walter  Thompson  Agency,  New  York, 
the  Munder-ThompsonCo.,  Baltimore,  the  Japan  Paper  Com- 
pany, New  York,  and  the  Herald  Press,  Montreal.  He  was  born 
in  the  middle  west  (Indiana),  and  usually  spends  his  summers 
in  the  far  west  (Arizona),  studying  Indians  and  Indian  life. 


Of^  SERIES 
f  PICTURES 

^DR^N&  ENCR^£D°^\fOOD 


^<:Q:^ 


3mmi^>i2€^iS^>'T)i>'^3i'^ 


afoi^aracKQ>omm 


Black  and  White,  coated  tuo  sides,  tiith  its  high 
glossy  su rjace,  is  recognized  as  the  aristocrat  among 
papers  of  its  kind.  Particidar  care  has  been  given  to 
the  strength  of  the  paper,  so  as  to  permit  of  proper 
folding  and  biniliug,  ivithoiit  danger  of  breaking 
away  from  its  fastenings.  The  surface  is  insoluble, 
therefore  not  easily  soiled ;  firmly  fixed,  and  will  not 
pick;  unusually  clean.andpresentsa  very  attractive 
appearance  to  the  eye.  The  paper  is  also  soft  and 
therefore  easy  to  make  ready  for,  and  requires  the 
minimum  amount  of  ink  in  running.  The  formulas 
used  for  both  body  paper  and  coating  are  such  as  to 
enable  us  to  maintaina  uniformity  of  color,  surface 
and  finish  that  is  very  unusual  and  most  desirable. 
Adapted  for  printing  from  the  finest  screen  plates, 
in  black  or  tints,  ana  from  color  plates.  Offered  as 
the  best  commercial  paper  of  its  class  made.  Owing 
to  its  highgrade  it  cannot  beoffered  in  strictly  price 
competition  with  the  many  inferior  makes  which  are 
sold  at  the  best  price  obtainable.  If  a  paper  coated 
one  side  is  desired,  sec  "Multykolor." 


LOUISE  AMES  NORMAN 


OUISE  AMES  NORMAN  is  known 
chiefly  as  the  author  of  a  series  of 
twelve  designs  illustrating  the  de- 
velopment of  printing  issued  sev- 
eral years  ago  by  the  McGrath  & 
Woodley  Co.,  of  Roston.  Our  ex- 
hibit shows  one  of  these  pages.  The 
center  panel  is  the  printer's  mark  of 
Thielman  Kerver,  an  early  French 
printer,  and  most  of  the  little  border 
panels  were  printed  by  Philippe  Pigouchet  in  1498-1500.  All 
of  the  pages  were  adaptations  and  the  set  as  a  whole  was  an 
unusual  achievement,  for  the  work  of  the  book  designers  of 
long  ago  was  rendered  with  real  feeling.  In  the  examples  of 
the  earlier  printers,  such  as  the  page  showing  the  capitals  and 
lettering  of  a  Canon  of  the  Mass  printed  by  Schoeffer  in  1458, 
the  page  adapted  from  an  old  French  Rook  of  Hours,  and  the 
Kerver  page  used  in  our  exhibit,  the  spirit  of  the  originals  is 
caught  in  a  manner  beyond  criticism.  As  an  example  of  this, 
please  note  the  difference  in  the  treatment  of  the  elegant  Kerver 
panel,  with  its  richness  of  color,  although  all  in  black,  and  the 
reproduction  on  this  page,  made  specially  for  this  book,  of  the 
almost  crude  initial  used  earlier  in  the  history  of  printing. 

Mrs.  Norman  says  her  work  is  largely  the  result  of  digging 
in  books  and  "playing  the  sedulous  ape"  to  the  older  designers, 
in  which,  perhaps,  she  is  not  alone,  and  that  the  late  Alfred 
Rartlett,  the  Roston  publisher,  the  Oliver  Ditson  Company,  the 
Walton  Advertising  Co.  and  the  McGrath- Sherrill  Press  have 
been  her  principal  clients.  She  is  also  a  Mayflower  descendant, 
a  Congregationalist,  a  republican  and  an  allopath. 


4u  6facd6acdgcoup8tot^eureafii)ele 
of  t5e§op9-|jref8  Bypupcturi^gitiuit^ 
poif;t8,Q  ft:j)fecaffe5  "cnWe."  JS^jt^e 
ufc  of  (cctioijof  6or8cr0  variouffy  conj- 
6i'i;c8,t^ej)  ax>oM  t^e  urarpipg  apSt^e 
cracfu'ijg  of  corpere  coipn^op  19  targe  U)oo5^ 
6foca0.  SJDe  f^ow  ^ere  tppicaf  3Sr^iIerj= 
turj)  0or5er  upi'te  aT73  priptera  Device. 


Novel,  sometimes  called  Featherweight,  offers  the 
maximum,  bulkf  or  weight  in  a  mxichine-finishpaper. 
The  principal  difficulty  in  printing  papers  of  this 
class,  namely  "fuzz"  (smalt particles  of  fibre  which 
have  not  been  woven  into  the  sheet)  has  been  prac- 
tically eliminated  in  the  Dill  &  Collins  product,  in 
spite  of  the  fact  that  this  paper  must  be  run  "loose," 
as  paper  makers  term  it.  Novel,  or  Featherweight, 
is  made  with  the  two  sides  nearly  alike.  The  color 
is  "natural"  in  conformance  with  the  popular  taste 
in  papers  of  this  character.  It  can,  however,  be  made 
white  if  desired.  Novel  can  be  made  either  with  laid 
lines  or  water-marked  with  any  private  design. 


EDWARD  PENFIELD 


►HE  name  of  Edward  Penfield  brings 
to  the  mind  of  the  student  of  Ameri- 
can art  the  memory  of  hundreds  of 
examples  of  decorative  design  that 
have  given  him  pleasure.  The  pio- 
neer poster  designer  of  this  country, 
month  after  month  he  astonished 
and  delighted  the  elect,  the  people 
who  cared,  by  his  series  of  small 
posters  issued  years  ago,  first  for 
Harper's  Monthly  and  then  for  Scribner's  Magazine.  Even 
the  hoi  polloi  w  ere  impressed  by  them  because  of  the  stun- 
ning sport  clothes  worn  by  his  characters.  He  was  the  first  to 
use  certain  grains  in  process  plates  and  some  go  so  far  as  to 
claim  that  it  was  Penfield  who  introduced  into  advertising  art 
the  now  indispensable  wolf  hound.  Mr.  Penfield  is  also  an 
author,  the  text  of  "Holland  Sketches"  and  "Spanish  Sketches" 
being  from  his  pen,  as  well  as  the  drawings. 

As  the  art  editor  of  Harper's  Magazine,  Harper's  Weekly 
and  Harper's  Bazar  for  ten  years,  he  exercised  a  bracing  in- 
fluence on  the  work  of  American  illustrators  and  designers, 
and  on  magazine  making  as  a  whole.  It  is  through  men  like 
him  that  the  American  illustrated  magazine  has  grown  to  be 
a  vivid  expression  of  our  national  life. 

Since  that  time,  Mr.  Penfield  has  produced  a  mass  of  work 
of  high  quality,  in  a  style  distinguished,  correct,  strong  and 
authoritative,  for  practically  all  of  the  more  important  Ameri- 
can publishers  and  publications,  and  a  few  of  the  big  adver- 
tisers, some  of  his  work  for  the  latter  being  unsigned. 

The  initial  on  this  page  was  made  especially  for  this  book. 


Courtesy  of  Collier's  Weekly 


Superb,  dull  finish,  coated  tuo  sides,  is  an  entirely 
satisfactory  response  to  the  demand  for  a  coated 
paper  that  is  free  from  the  objectionable  gloss  or 
glare,  common  to  papers  suitable  for  printing  from 
half-tone  or  color  plates.  The  surface  is  insoluble, 
not  easily  scratched,  and  susceptible  of  intense  color 
effects,  icithout  tendency  to  lift,  and  tcill  not  come 
off  in  a  fine  ponder  ivhen  handled  on  the  press. 
Aeif  and  artistic  effects  not  heretofore  obtained  are 
made  possible  by  it.  Peculiarly  desirable  for  cata- 
logues, and  the  better  class  of  advertising  matter 
imich  combine  text  and  illustrations.  Printers  icill 
find  that  this  paper  can  be  handled  irith  economy 
and  ease,  ink  dries  almost  immediately  upon  it  and 
gives  rich  effects,  some  of  ivhich  are  entirely  new 
and  most  artistic.  The  body  paper  is  the  same  color 
as  the  coating,  and  tvill  not  shoiv  on  the  folded 
edge.  This  paper  undoubtedly  offers  great  possibili- 
ties for  the  further  development  of  the  printing  art. 


NOEMI  PERNESSIN 


The  extraordinary  talent  of  Miss 
Pernessin  is  at  its  best  in  this 
original  and  daring  advertise- 
ment for  a  shoe  polish.  Note 
the  almost  uncanny  back- 
ground of  deserted  streets, 
the  beautiful  blacks  in  the 
figure,  and  the  white  of  the  hand 
on  the  hip,  cleverly  placed  be- 
tween the  black  of  the  skirt  and  the  gray  of  the  wall.  Miss 
Pernessin's  work  is  so  fresh  and  unhackneyed  that  in  it  she 
must  do  exactly  as  she  pleases.  Later,  if  she  decides  it  is  good, 
she  sells  it;  if  not,  tears  it  up.  Many  artists  think  they  do  this, 
but  when  the  Day  of  Judgment  comes  and  the  recording  angel 
looks  over  his  books  it  will  be  found  that  too  often  they  have 
said,  "Oh,  it's  good  enough,"  and  have  shipped,  bill  enclosed. 
Thedistinctivesignature"n-i-p"hasbecomefamiliarthrough 
a  series  of  striking  newspaper  and  magazine  advertisements 
for  a  paper  drinking  cup  in  which  Miss  Pernessin  has  done  the 
complete  advertisement,  including  the  lettering  of  the  legend. 
You  may  remember  one  with  a  decorative  stenographer  drink- 
ing (water)  from  one  of  these  hygienic  containers  and  the  legend, 
"Nice  individuals  forniceindividuals."Anotherphaseis  shown 
in  the  curious  little  drawing  on  this  page,  made  especially  for 
this  book.  Here  is  the  entire  city,  the  harbor,  the  shipping,  the 
warehouses,  the  docks,  the  church,  the  terminus  of  the  railway 
and  a  mass  of  buildings.  Born  in  France  but  working  in  New 
York  City,  her  art  has  been  used  mostly  by  John  Wanamaker, 
the  manufacturers  of  the  Lily  drinking  cup,  the  Redfield  & 
Fisher  advertising  agency  and  the  New  York  Sunday  Sun. 


S*c(i-/i  lor  an  adverlnemenl  lor  a  sluie  p. 


Translucent,  coated  tico  sides,  white  and  India,  is 
practically  a  cardboard  uith  high,  glossy  finish 
that  is  fairly  strong,  iiill  score,  fold  and  emboss 
satisfactorily  for  ordinary  demand  when  properly 
treated,  and  possesses  the  stiffness  necessary  for 
post  cards  or  similar  purposes.  The  special  coat- 
ing used  is  adapted  for  all  printing  methods  and 
uul  give  most  satisfactory  results  when  run  from 
either  steel,  copper,  color  or  half-tone  plates  and 
lithographic  stone.  The  paper  is  perfectly  neutral, 
therefore  any  danger  of  change  of  color  of  ink  in- 
cident to  either  acid  or  alkali  reaction  is  eliminated. 
Closely  ivoven,  clean,  of  exceptionally  good  color, 
alike  on  both  sides,  and  possessing  an  affinity  for 
ink,  it  represents  a  combination  ivhich  insures  the 
very  best  results,  and  makes  it  available  for  a  great 
variety  of  icork. 


BRUCE  ROGERS 


IIS  A  LETTER  which  was  not  in 
the  French  alphabet  when  Geoffroy 
Tory  printed  his  edition  of  Mon- 
taigne, and  thereby  hangs  a  tale. 
When  Rogers  printed  the  beautiful 
Montaigne  for  Houghton,  Mifflin 
&  Co.,  he  decided  to  reproduce 
Tory's  initials  with  the  pen.  But 
he  came  to  a  chapter  in  the  English 
_  version  in  which  the  first  letter  was 

a  Y.  So  he  created  one  by  making  an  adaptation  of  Tory's  V. 
Although  a  little  Hke  finishing  Schubert's  Unfinished  Sym- 
phony, it  was  a  complete  success.  Could  Tory  come  to  life  he 
would  never  suspect  Rogers  of  having  drawn  it.  The  Bern- 
hardt broadside  is  an  excellent  example  of  Rogers' clear  and 
spiritual  style.  It  has  never  before  been  reproduced.  It  was 
difficult  to  find  something  that  had  not,  as  Rogers'  work  has 
been  illustrated  in  America,  England,  Germany  and  Holland. 
In  1915,  a  paper  on  his  work  by  Alfred  W.  Pollard,  of  the 
British  Museum,  was  read  before  the  Bibliographical  Society 
of  London,  the  first  time  a  Hving  artist  had  been  so  honored. 
One  of  the  three  Grand  Prize  medals  in  the  section  of  decora- 
tive arts,  the  only  one  given  to  printing,  was  awarded  to  the 
exhibit  of  the  Riverside  Press  editions  at  the  St.  Louis  Expo- 
sition of  1904.  During  his  presidency,  Mr.  Roosevelt  made  a 
visit  in  state  to  the  press  especially  to  examine  these  books. 
In  1916,  Rogers  went  abroad  to  become  an  associate  of  Emery 
Walker,  friend  of  William  Morris  and  dean  of  English  fine 
printers,  but  the  latest  news  from  England  is  that  he  has  been 
made  directorof  typography  at  the  CambridgeUniversity  Press. 


Regal  Antique,  white  wove,  water-marked,  has  a 
rough  antique  finish  which  gives  the  maximum  bulk 
foriveight.AnexceptionaIpaperforISovels,Library 
Works,  School  Books,  Pamphlets,  Periodicals  or 
Small  Advertising  Booklets.  The  materials  used  in 
making  produce  a  soft,  clean,  close,  high-colored 
sheet,  nearly  alike  on  both  sides,  having  a  strong 
affinity  for  ink  and  giving  dull  rich  effects  in  print- 
ing. Ink  dries  on  it  with  great  rapidity,  thus  avoid- 
ing the  necessitY  of  inter-leaving  and  permitting  of 
immediate  backing-up,  thereby  saving  time  and 
expense  in  the  execution  of  the  tvork.  Softness, 
durability,  permanency  of  color,  and  unusual  bulk 
for  weight  combined  with  moderate  cost  commend 
it  to  careful  consideration  in  connection  with  all 
publications  of  the  best  class  where  a  roughfinished 
paper  is  permissible.  Also  made  in  India  Tint — see 
elsewhere  in  this  book.  On  items  to  order,  this  grade 
can  be  made  with  decMe  edges. 


GUIDO  ROSA— LAWRENCE  ROSA 


OTEWORTHY  for  its  pure  and 
elegant  line  is  the  "sketch"  for  a 
catalogue  cover  hy  the  brothers 
Rosa.  Furthermore  the  lettering  is 
placed  in  exactly  the  right  position 
on  the  page.  There  is  no  gambling 
in  margins  here.  Change  them  a 
quarter,  an  eighth  of  an  inch  and 
the  page  is  not  as  effective. 
The  Rosas  work  together  so  closely 
and  mysteriously  that  it  is  impossible  in  any  of  their  pages 
to  disentangle  the  work  of  one  brother  from  that  of  the  other. 
They  are  the  Siamese  Twins  of  American  decorative  design, 
joined  by  the  strongest  of  all  bonds,  precisely  similar  tastes, 
and  though  relatives,  they  form  what  would  appear  to  be  an 
ideal  partnership.  Successful  in  attracting  clients,  they  num- 
ber among  them  the  Japan  Paper  Company,  the  Aeolian 
Company,  Calkins  &  Holden,  the  Blackman-Ross  Company, 
the  J.  Walter  Thompson  Company,  Hearst's  Magazine  and  the 
Woman's  Home  Companion,  a  list  which  provokes  the  com- 
ment that  we  are  well  aware  that  in  this  volume's  partial 
records  of  the  buyers  of  the  best  in  American  design  the  same 
names  appear  over  and  over.  If  the  men  who  direct  these  firms 
insist  upon  using  the  best  work  of  the  best  artists  year  after 
year,  repetition  cannot  be  avoided.  Sometimes  it  may  seem 
to  the  man  not  so  well  established  that  never  these  twain  shall 
meet,  the  buyer  and  the  seller,  but  buyers  are  incessantly  on 
the  lookout  for  unknown  artists  with  good  ideas  well  executed, 
and  the  designer  of  advertisements  is  hereby  reminded  that  it 
is  necessary  for  him  to  take  frequent  doses  of  his  own  medicine. 


THE  FIRST  GLIMPSE 

OF  THE    NEW  AUTUMN 

CREATIONS  FROM 

THE  HOUSE  OF 

PAQUIN 


Colonial  JVove,  India,  is  a  rery  smooth  machine 
finished  paper  sometimes  called  ''English  Finish." 
exceptionally  desirable  for  library-  iiorks,  te.xt-books 
and  all  works  of  reference  that  are  closely  read  or 
frequently  referred  to.  The  tint  of  the  paper  is  both 
restful  and  pleasing  to  the  eye,  offering  a  uelcome 
change  from  the  violent  contrast  between  a  white 
paper  and  black  ink.  The  materials  used  in  mak- 
ing and  care  in  its  preparation  insure  permanency 
of  color,  opacity,  strength  and  durability,  combined 
^vith  the  fine  printing  characteristics  demanded  by 
all  publications  of  the  best  class.  Corresponding 
closely  in  color  with  our  ""India  Tint.  Coated  Tuo 
.Sides,"  "Kxtra  Strong,"  "Superb,  India."  "Quaker 
Finish,  India,"  "Regal Antique.  India. '"Art  Book, 
India."  "Ben  Day  Cover,  India'' and  "Suede  Finish, 
India."  they  present  a  result  when  used  injudicious 
combination  for  text  and  illustration  that  is  ideal 
from  both  an  artistic  and  a  practical  standpoint. 
Furnished  uith  deckle  edges  when  quantity  ivill 
permit  of  manufacture. 


W.  p.  SCHOONMAKER 


UTfew  commercial  designs  show  as  grace- 
ful and  delicate  a  fancy  combined  with 
such  solid  execution  as  the  borderfor the 
piano  advertisement  on  the  next  sheet.  It 
is  well  worth  studying.  The  composition 
is  thoroughly  good  in  general  effect  and 
each  of  the  component  panels  contains 
an  idea.  Think  of  it — half  a  dozen  ideas 
on  one  page! 

The  style  employed  in  this  particular  ex- 
ample of  decorative  design  suggests  the  manner  of  Walter 
Crane,  but  Mr.  Schoonmaker  is  versatile  and  inclined  to  adapt 
the  treatment  he  employs  to  the  matter  in  hand.  His  work  is 
always  clear,  clean  cut  and  careful.  As  an  instance  of  the  latter 
quality  it  may  be  no  breach  of  faith  to  mention  that  the  border 
for  this  announcement  for  the  Lauter  Piano  Company  was 
accompanied  by  a  daub  of  water  color  to  show  the  exact  shade 
of  brown  in  which  he  wished  the  design  printed.  Besides  this 
firm,  the  Curtis  Publishing  Company,  Henry  Holt  &  Co.,  John 
Wanamaker,  the  AeoUan  Company,  the  Robert  L.  Stillson 
Company  and  other  publishers,  printers  and  commercial 
houses  have  used  Mr.  Schoonmaker's  work. 

Mr.  Schoonmaker  was  bom  iii  New  York  City  and  is  there- 
fore one  of  those  rare  birds,  a  native  New  Yorker.  A  specimen 
of  the  species  is  almost  as  difficult  to  find  as  a  mastodon  in  the 
cosmopolitan  city  toward  which  men  drift  from  all  the  other 
cities  and  towns  of  America.  But  reckless  of  the  fact  that  he  is 
needed  in  his  native  city,  he  has  recently  gone  to  Philadelphia 
to  live. 

The  initial  on  tliis  page  was  drawn  for  this  book. 


THE  wonderful  new  tone 
quality  of  the  Lauter  Piano 
— a  tone  of  a  richness  and 
amazing  beauty  hitherto  consid' 
ered  beyond  the  scope  of  the  piano' 
forte — marks  a  definite  forward 
step  in  the  art  of  piano  making. 

To  own  a  Lauter  Piano  is  not 
only  to  have  a  musical  instrument 
that  is  fundamentally  superior  to 
the  ordinary  piano;  it  is  to  own 
an  instrument  that  satisfies  the 
deeper  musical  longings  of  the  ar' 
tistically  cultivated  in  a  way  that 
has  never   before   been   possible. 

LAUTER 

PIANO  COMPANY 

591-593  BROAD  STREET 

Open  SatnrJay  Eveningi — Lar^e^t  Victor  Dif play  Rooms 


Printed  on  Dill  tf  Collii 


Smooth  Finish,  white,  is  a  very  smooth  machine 
finished  paper  of  exceptional  uniformity,  far  super- 
ior tomarket  gradesinclosenessof  weave,  similarity 
of  surface  on  both  sides,  cleanliness,  color  and  soft- 
ness of  texture,  insuring  the  finest  printed  effects 
and  appealing  stronslytothe  eye.  The  formula  from 
which  it  is  made  shows  a  combination  of  fibres, 
which,  together  ivith  sreat  care  in  making,  guar- 
antees permanency  of  color,  strength  and  durabil- 
ity so  essential  to  catalogues,  library  works,  school 
books,  and  all  publications  of  reference  or  record. 
Suitable  for  printing  from  tvpe,  wood  cuts,  zinc 
etchings,  lineengravingsand  halftone  platesmade 
with  a  screen  not  finer  than  120-line.  Can  be  made 
on  order  in  any  shade  oftchite  or  natural  possible 
in  a  paper  of  this  grade  and  uith  medium  or  rough 
finishprovided  quantity  willpermit  of  manufacture. 
Offered  as  a  paper  of  the  best  class  and  not  in  price 
competition  tvith  ordinary  stock  grades. 


RALPH  FLETCHER  SEYMOUR 


N  interesting  specimen  of  the  work 
of  Ralph  Fletcher  Seymour  is  the 
following  double  page  spread.  Mr. 
Seymour  is  widely  known  as  a  de- 
signer of  book  decoration  but  is 
also  active  in  the  fields  of  etching 
and  teaching,  as  well  as  being  con- 
stantly engaged  in  doing  a  con- 
siderable amount  of  commercial 
work.  He  has  classes  in  decorative 
composition  at  the  Art  Institute  of  Chicago. 

Besides  the  long  list  of  his  publications,  a  total  of  sixty- 
four  books,  fi'om  volumes  of  poetry  by  Shelley,  George 
Meredith  and  William  Blake  to  essays  by  Ellen  Key,  and 
manyprivatelyprinted  volumes  which  he  has  done,  he  has  de- 
signed a  series  of  newspaper  and  magazine  advertisements  for 
Lyon  &  Healy,  the  Chicago  Cement  Association  and  others; 
and  has  done  work  for  A.  C.  McClurg  &  Company,  Marshall 
Field  &  Company,  the  Northern  Trust  Company  of  Chicago, 
the  University  of  Chicago,  and  various  magazines  and  other 
publishers,  and  has  also  made  R.  R.  Donnelley  &  Sons  Com- 
pany's calendar  for  the  last  fourteen  years. 

Mr.  Seymour  was  bom  in  Illinois  but  stayed  there  only 
three  months.  At  this  early  age  he  emigrated  to  Indiana. 
He  returned  to  Chicago  about  fifteen  years  ago,  being  drawn 
back,  no  doubt,  by  old  memories  and  associations.  Mr.  Sey- 
mour's work  is  always  bookish,  imaginative  and  ambitious. 
He  is  one  of  the  few  printer-publishers  of  the  country  who 
has  steadily  held  to  the  field  year  after  year,  although  in  some 
years  producing  only  one  or  two  books. 


MELAN 


f^ 


RESIGNATION 


CHILD  I  DREAMED 


CHOUA 


NEVERMORE 


EM  EM  B  RANGE 


Suede  Finish,  India,  water-marked,  is  a  paper  with 
a  medium  machine  finish,  that  ispracticalty  a  com- 
promise between  the  antique  ana  the  smooth.  Many- 
fine  books  have  been  printed  on  a  paper  of  this 
tint,  and  we  are  sure  that  those  who  read  them  uere 
grateful  to  the  publishers  because  so  restful  to  the 
eye  and,  therefore,  easy  to  read.  There  is  no  ques- 
tion that  blacK  ink  on  uhite  paper  is  trying  and 
harmful  to  the  eves.  It  is  strange  that  in  this  scien- 
tific age  so  little  attention  has  been  gi\.-en  to  this 
subject  of  the  color  of  paper,  particularly  in  chil- 
dren's books.  Modem  school  life  is  a  great  tax  in 
many  ways,  and  is  it  not  possible  that  a  change  to 
this  shade  of  paper  offers  a  relief  to  the  overtaxed 
eyes  of  the  young?  For  illustrations  from  half-tone 
plates,  we  would  suggest  the  use  of  our  "India  Tint, 
Coated  TwoSides, "  'Superb,  Dull  Coated, "  "Quaker 
Finish,  India,"  or  "Art  Book,  India,"  which  closely 
match  this  in  color.  The  stock  can  be  depended  on 
for  all  the  requirements  of  the  best  class  of  text- 
books, library  icorks,  booklets  and  all  advertising 
matter  of  the  best  class.  Also  made  in  Wliite  and 
Cream.  Can  be  made  with  deckle  edge  when  quan- 
tity permits. 


WALTER  D.TEAGUE 


lORRECTNESS  of  line  and  extreme 
elegance  of  manner  are  the  character- 
istics of  Mr.  Teague's  work.  He  has 
saturated  himself  with  the  traditions 
of  the  decorative  style  which  the 
French  engravers  of  the  eighteenth 
century  employed  in  the  "frames"  in 
which  they  set  their  ttiasterly  repro- 
ductions of  portraits  of  celebrities, 
members  of  the  court  and  the  Royal 
family.  He  has  no  rival  in  this  field  of  decorative  design. 

The  high  quality  of  Mr.  Teague's  productions  has  attracted 
to  him  a  clientele  of  corresponding  quality.  He  has  worked 
for  the  Metropolitan  Museum,  the  Locomobile,  Packard  and 
Pierce-Arrow  Companies,  the  Curtis  Publishing  Company, 
P.  F.  Collier  &  Son,  the  Aeolian  Company,  Cluett,  Peabody 
&  Company,  The  House  of  Kuppenheimer,  the  Regal  Shoe 
Company,  L.  Adler  Bros.  &  Company,  the  Pennsylvania  Port- 
land Cement  Company,  the  Japan  Paper  Company,  Fatima 
and  Vafiadis  Cigarettes,  the  Stillson  Press,  the  Herald  Press  of 
Montreal,  the  Cheltenham  Press,  Joseph  Richards  Company 
and  many  other  commercial  houses.  Among  the  magazines 
which  have  used  his  work  are  the  Woman's  Home  Companion, 
Vogue,  Vanity  Fair,  Good  Housekeeping,  Harper's  Bazar,  the 
American  Magazine,  Collier's  Weekly,  and  the  Theatre  Maga- 
zine. If  this  list  is  not  long  enough  we  can  make  it  longer. 
Like  Mr.  Falls,  Mr.  Rogers,  Mr.  McCormick  and  many  other 
distinguished  Americans,  Mr.  Teague  came  from  Indiana. 

The  initial  reproduced  on  this  page  has  been  contributed 
by  the  artist  to  this  book  and  has  not  been  used  before. 


Coilrl,-iy.^f.\^lh;-K,i,l„'l.- 


Old  Ii-OT^: coated  tiro  sides,  offers  ^eat possibilities 
for  the  production  of  printing  of  the  l■er^■  finest 
quality.  The  beautiful  tone  of  this  paper,  coupled 
icith  the  fact  that  both  the  body  oj  the  paper  and 
the  coating  of  uhich  it  is  composed  are  the  f  nest 
materials  obtainable  for  this  purpose,  makes  it  of 
especial  value.  The  soft  narmth  of  its  color  suggests 
its  appropriate  use  for  books,  catalogs  or  circulars 
in  ichich  delicate  effects  are  desired.  Its  practically 
perfect  priming  qualities  are  indicated  by  the  re- 
sults obtained  in  the  icide  variety  of  subjects  shotvn 
in  these  pages. 


ADOLPH  TREIDLER 


'*^-    H. 


CI  1^^^  Mr.  Treidler's  exliibit  is  a  reproduction 
^mS^^BT  S  of  the  poster  which  took  the  first  prize 
of  one  thousand  dollars  in  the  compe- 
tition, held  in  1915,  for  a  design  to  be 
used  in  connection  with  the  celebration 
of  the  two  hundred  and  fiftieth  anni- 
versary of  the  founding  of  the  City  of 
Newark.  This  poster  fulfills  one  of  the 
first  laws  of  poster  design  in  that  its 
masses  of  intense  blue  and  black  catch 
the  passing  eye  and  hold  it.  This  is  all 
that  most  clients  recpiire.  The  work  is  strong  in  conception 
and  thoroughly  competent  in  execution,  both  in  drawing 
and  in  the  beautifully  balanced  use  of  colors.  It  even  meets 
the  condition  made  by  the  judges,  that  the  design  "should 
be  suited  equally  for  a  poster  eight  feet  ten  inches  by  six 
feet  nine  inches,  a  window  card  and  a  poster  stamp." 

The  artist  is  one  of  the  well-known  men,  as  for  years  he 
has  been  turning  out  work  of  the  highest  class  for  magazine 
covers,  as  well  as  for  the  advertisements  inside  of  such  firms 
as  the  Pierce-Arrow  Automobile  Company,  the  Estey  Organ 
Company,  The  Regal  Shoe  Company,  Berry  Brothers,  the 
varnish  manufacturers,  the  Gillette  Safety  Razor  Company 
and  the  Aeolian  Company. 

The  vivid  little  sketch  on  this  page  is  a  good  example  of  his 
magazine  cover  manner.  It  is  one  of  a  series  of  portraits  of 
men  who  came  into  the  limelight  during  the  progress  of 
the  European  War.  Mr.  Treidler  made  a  series  of  these 
studies  so  as  to  be  ready  when  the  man  was  thrust  forward 
by  some  event  and  a  cover  of  him  was  wanted  by  Collier's. 


ANNIVCRSAPY 
MKV-OCTOOtR 


NEWARK 


Copyright  IQI3  by  Commitlet  of  One  Hundred,  \euark.  Nnc  Je, 


Translucent,  coated  tuo  sides,  'tvhite  and  India,  is 
practically  a  cardboard  uith  high,  glossy  finish 
that  is  fairly  strong,  uill  score,  fold  and  emboss 
satisfactorily  for  ordinary  demand  \\hen  properly 
treated,  and  possesses  the  stiffness  necessary  for 
post  cards  or  similar  purposes.  The  special  coat- 
ing used  is  adapted  for  all  printing  methods  and 
uill  gi\:e  most  satisfactory  results  ichen  run  from 
either  steel,  copper,  color  or  half-tone  plates  and 
lithographic  stone.  The  paper  is  perfectly  neutral, 
therefore  any  danger  of  change  of  color  of  ink  in- 
cident to  either  acid  or  alkali  reaction  is  eliminated. 
Closely  icoven,  clean,  of  exceptionally  good  color, 
alike  on  both  sides,  and  possessing  an  affinity  for 
ink.  it  represents  a  combination  nhich  insures  the 
very  best  results,  and  makes  it  available  for  a  great 
variety  of  uork. 


FRANK  H.WEIKEL 


S  an  example  of  commercial  work 
of  the  best  class  Mr.  Weikel's  design 
for  the  cover  of  a  booklet  on  a  fea- 
ture of  the  Howard  watch  is  to  be 
commended.  We  carefully  mention 
the  watch  in  this  initial  paragraph 
(initial  in  every  sense  of  the  word) 
because  we  saw  this  cover  for  the 
first  time  without  the  pages  of  text 
____^^_____^___^^_  which itwas  designed toenclose  and 
we  had  the  brilliant  thought  that  the  Howard  feature  was  a 
device  whereby  one  could  ship  without  damage  the  most  fragile 
china  and  porcelain  by  merely  dumping  it  into  one  of  the  How- 
ard patent  safety  barrels. 

Mr.  Weikel's  work  is  serious,  dignified  and  strong,  as  is  shown 
by  this  classic  border.  The  color  scheme  also  displays  an  origi- 
nal sense  in  the  use  of  color  by  this  young  Pennsylvanian,  who 
has  done  a  large  amount  of  commercial  design  for  leading 
American  advertisers  through  the  Beck  EngravingCompany  of 
Philadelphia.  The  steadily  advancing  standard  of  the  buyer  of 
advertising  design  in  every  field  is  worthy  of  notice  and  com- 
mendation. The  point  has  been  reached  where  the  merely  good 
decoration  or  illustration  will  not  do,  for  the  reason  that  there 
is  so  much  of  it.  It  forms  a  mass  out  of  which  only  the  really  ex- 
cellentwork  stands  out  and  is  noticed.  The  object  of  advertising 
being  to  attract  attention,  the  moral  is  obvious,  and  it  is  better 
to  adopt  the  policy  of  Tiffany  &  Company  and  use  no  art  work 
than  to  have  merely  "a  border"or"a  picture"bynobodyin  par- 
ticular. The  initial  on  this  page  is  not  of  the  anonymous  type 
but  was  made  byMr.  Weikel  especially  for  this  book. 


Patent 

SAFETY 
BARREL 

A  HOWARD 
FEATURE 


M 


Ben  Day  Covers  are  a  notable  feature  of  the  many 
distinguished  papers  made  fcy  this  company,  arid 
one  that  ivill  be  ivelcomed  because  it  affords  oppor- 
tunity for  new  and  artistic  treatment  not  heretofore 
possible.  As  the  name  suggests,  in  surface,  texture 
and  printing  characteristics,  it  is  welt  adapted  for 
printing from''BenDay"Plates,anditisalsoequaUy 
acceptable  for  illustrations  from  line  engravings, 
flat  tints,  half-tones  not  finer  than  133  line,  and  con- 
tributes to  text  matter  a  certain  refinement  that 
compels  attention.  The  embossing  and  folding  qual- 
ities are  of  a  high  order  and  the  paper  is  practically 
an  innovation,  opening  as  it  does  an  entirely  new 
field  for  original  decorative  development.  In  addi- 
tion to  its  other  virtues  it  has  the  merit  of  being  so 
moderate  in  price  as  to  make  it  available  uhen  cost 
is  an  important  consideration. 


ROBERT  J.  WILDHACK 


Just  as  no  better  example  of  Mr.  Wild- 
hack's  humorous  work  could  be  found 
V^  than  the  Robinson  Crusoe  sketch  on 
this  page,  so  no  better  instance  of  his 
decorative  style  could  be  discovered 
than  our  exhibit.  The  sketch  is  good 
?^  fun.  R.  Crusoe,  in  a  costume  somewhat 
Hawaiian,  has  dropped  his  parasol  at 
the  sight  of  Man  Friday's  dainty  foot- 
print and  stands  sentimentally  trans- 
fixed, while  Mr.  Friday ''hides"  behind  a  date  palm.  Note  the 
date,  and  observe  the  masterly  drawing  of  the  leaves  on  the  palm 
tree.  Simply  beautiful  and  beautifully  simple.  Could  the  artist 
leave  off  a  stroke?  Could  he  leave  off  a  leaf?  Then  the  horizon 
"line"  and  the  carefully  modeled  beach!  Words  fail  us  before 
this  masterpiece,  one  of  a  series  of  newspaper  advertisements  of 
Rogers,  Peet  &  Co.  which  ran  for  five  years  in  the  New  York 
dailies. 

"The  Garden  of  My  Dreams,"  the  commuter's  idea  of  Heaven 
(a  cover  for  "Life),"  is  in  quite  another  manner.  One  would  not 
think  the  two  done  by  the  same  hand.  The  cover  is  delicately 
decorative.  A  third  manner  is  his  poster  style.  In  this  his 
drawing  is  in  strong  line  and  the  color  more  elemental  than  in 
his  present  use  of  it.  A  number  of  years  ago,  when  Harper's 
and  Scribner's  magazines  were  competing  in  the  production  of 
small  monthly  posters,  R.  J.  W.  contribvited  excellent  designs  to 
both  publications. 

Mr.  Wildhack  was  born  in  Illinois  but  has  lived  in  New  York 
City  for  a  long  time.  He  is  a  pupil  of  the  well-known  American 
painter,  Robert  Henri. 


Courtesy  of  Lift  Publishing  Co, 


THE(;AKi)E^  Ul  M\  DREAMS 


Dilcol  Coated  Book  India  meets  the  demand  for  a 
medium  price  coated  paper  made  in  this  deservedly 
popular  shade.  The  beautiful  softness  of  effect  ob- 
tainedintheprintingofhalftoneplateson  this  paper 
is  but  one  of  the  features  ivhich  recommend  its  use. 
In  addition,  the  screen  marks  practically  disappear: 
the  paper,  owing  to  its  color,  is  remarkably  opaque, 
and  besides,  is  not  easily  soiled.  The  body  paper  is 
the  same  tint  as  the  coating  and  nill,  therefore,  not 
shoiv  uhite  on  the  cut  or  folded  edge.  The  coating  is 
of  fine  (juality,  is  firndy  fixed  and  iiill  not  "pick." 
Ink  dries  rapidly  upon  it,  and  all  of  its  working 
qualities  are  of  a  high  order,  suitable  for  the  print- 
ing of  fine  screen  plates  in  black,  tints  areolars. 


ADRIAN  J.  lORIO 

COMBINED  with  Mr.  lorio's  feeling 
for  balance  and  proportion  is  a 
true  sense  of  color  and  a  gift  for 
lettering,  a  combination  of  virtues 
which  has  drawn  buyers  of  design 
to  him  for  many  working  years. 
Mr.  lorio  isoneof  the  versatile  men 
who  is  capable  of  rendering  alone 
an  all  around  service  to  his  clients, 
an  adaptability  evidenced  by  the 
fact  that  while  he  has  perhaps  made  a  specialty  of  covers  and 
title  pages,  his  work  is  really  more  along  the  lines  of  advertis- 
ing than  of  book  work.  But  his  is  the  art  which  does  equally 
well  for  the  commercial  catalogue  of  the  higher  class  and  for 
the  limited  edition  book,  being  neither  too  impractical  for  the 
first  nor  too  practical  for  the  latter.  To  illustrate,  the  initial  on 
this  page  is  a  commercial  design,  the  cover  on  the  leaf  fol- 
lowing a  bookish  one,  yet  the  two  could  be  interchanged  and 
their  uses  reversed  with  perfect  taste.  The  initial  is  also  an 
illustration  of  the  eternal  truth  that  it  is  possible  to  make  a 
striking  design  without  living  in  Greenwich  Village.  A  draw- 
ing can  be  solid,  reserved,  fundamental  and  still  be  striking. 
"The  Story  of  Nedda,"  with  its  frontispiece  by  Sargent,  was 
written  by  Mr.  Lewis  Niles  Roberts,  son  of  one  of  the  partners 
of  Roberts  Bros.,  the  old  publishing  house  of  Boston,  and  was 
printed  and  sold  for  the  benefit  of  a  society  formed  to  help 
a  war  charity  of  Boston,  Mr.  lorio's  birthplace  and  home. 
The  artist  has  worked  for  many  publishers  and  advertisers, 
among  them  the  Frank  Presbrey  Co.,  New  York,  the  University 
Press,  Cambridge,  and  notably  Ginn  &  Company,  of  Boston. 


Duchess,  deckle  edge  on  two  long  sides,  double  thick, 
is  a  paper  with  a  surface  of  medium  finish  possess- 
ing unusual  folding  and  embossing  qualities,  an 
evenness  of  color  and  marked  affinity  for  ink,  and 
lends  to  printed  work  a  quiet  elegance  that  distin- 
guishes It  from  other  papers  of  its  kind.  Theformula 
used  in  making  insures  excellent  wearing  qualities 
and  a  soft,pilable  sheet, pleasant  to  bothsight  and 
touch,  most  desirable  characteristics  not  possessed 
by  other  makes.  All  the  tints  and  colors  are  obtained 
by  the  use  of  fast  dyes  and  are,  therefore,  non-fad- 
ing, a  most  important  and  unusual  feature  in  papers 
of  this  class.  Largely  used  for  printing  from  line 
cuts,  for  photogravures,  and  for  the  exacting  re- 
quirements of  the  offset  press. 


BEN  DAY—Smooth  Finish 


DE-AND-SE  TINTS 


DUCHESS— Sioux  Finish 


This  sheet  is  DL'CHESS  (iRAY  23  x  2S'  2— 85 


EXTRA  STRONG  TINTED  ENAxMEL 


OOLDFA'  ROD 


2".  s  4n~9.j  lbs. 


PRIMROSK 


AZLKK 


2'.  X  40—95  Ibi. 


SEA  FOAM 


it,  X  *►— 147  lb«. 


INDIA 


2,".  X  40—147  lbs. 


SUPERB— Dull  Finish 


SKE  CHRRENT  PRKK  MST  H)R  ADDITIONAL  SIZES  AND  WEIGHTS 


TINTED  ART  BOOK 


si;a  koam 


j:i  X  40— ;  I  lb*. 


(juanite  ni.i  k 


COLDFA  U(»l) 


29xo^;-  -127  II). 


COFFEE 


.'S'/^j  I  4.>— y.i  II). 


TRANSLUCENT— Coated  Two  Sides 


^ 


WHITE 


23  X  29—120  lbs. 


WHITE 


23  X  29—180  lbs. 


fmm 


m 


m 


INDIA 


X  29—160  lbs.    ■      INDIA 


A  WORD  ABOUT  <d>  PAPERS 


PRACTICALLY  all  of  the  papers  shown  in  this  book  are 
regularly  carried  in  stock  in  all  standard  sizes,  weights  and 
colors.  The  effects  obtained  show  plainly  the  degree  of  success 
that  we  have  attained  and  suggest  the  great  variety  of  special 
requirements  we  are  in  a  position  to  meet.  We  offer  these 

'pi  ^i{HHH||  specimens  as  fair  evi- 
dence, and  are  con- 
tent to  rest  our  case 
upon  them  confident 
lliat  the  verdict  will 
surely  be  favorable. 
<B>  Papers  are  made 
for  fine  printing  and 
consequently  they 
must  be  considered 
solely  with  relation 
to  the  work  they  have 
to  do.  The  standards 
of  their  manufacture 
are  based  upon  an  ap- 
preciation of  the  fact 
that  the  demand  for  worthy,  beautiful  papers  is  constantly  on 
the  increase.  More  and  more  it  is  becoming  recognized  that 
effective  advertising  is  possible  only  through  the  use  of  good 
printing,  and  good  paper  is  an  essential  of  good  printing. 

Good  printing  makes  its  appeal  to  two  senses — sight  and 
touch,  and  neither  may  be  left  out  of  consideration.  The  "feel" 
of  the  paper,  its  solidity,  its  firmness,  and  its  attraction  for  the 
eye,  are  certainly  as  essential  a  part  of  good  printing  as  clean- 
liness, fine  color,  good  composition  and  competent  presswork. 


Philadelpbia  \S'arehou»e,  140  North  SLxlh  Street 


UMFIED  PRODUCTION  AXD  DISTRIBLTIOX 

<s>  Papers  are  manufactured  in  our  omu  mill  located  on  the 
Dela^N  are  River,  in  Philadelphia.  Everv  process  is  in  our  own 
hands.  Every  single  phase  of  the  manufacture  is  part  of  a  care- 
fully considered  comprehensive  plan  ^\  hich  shapes  each  de- 
tail to  the  end  of  producing  the  best  papers  possible  to  make. 

The  mill  is  directlv  supei-^ised  bv  the  officers  of  the  Com- 
pany, aided  by  a  corps  of  highly  trained  chemists  and  specialists. 

Supplementing  the  mill  and  adjacent  to  it.  we  maintain  ex- 
tensive warehouses  where  a  large  reserve  stock  of  finished 
papers  is  carried.  In  addition  to  this,  the  Companv  maintains 
its  own  sales  organizations  and  distributinii  warehouses  in 
Philadelphia.  New  York  and  Boston,  all  of  which  are  centrallv 
located  and  carrv  an  adequate  stock  for  immediate  deliverv. 


A  LARGE  BUSINESS  IN  STOCK  ITEMS 

The  development  of  our  business  is  based  largely  upon  con- 
stant increases  in  the  percentage  of  business  in  stock  items, 
and  a  large  part  of  our  total  output  consists  of  standard  papers 
in  stock  sizes  which  are  stored  in  our  city  warehouses  and  in 
the  mill  available  for  urgent  needs. 

The  balance  of  our  product  comprises  papers  made  to  meet 
special  requirements  as  to  quality,  size,  color  and  finish.  The 
scope  of  our  mill  covers  practically  every  requirement  in  the 
various  lines  of  printing  paper,  as  we  make  all  of  the  better 
grades  of  Machine  Finish,  Off-Set,  Sulphite  Bonds  and  Writ- 
ings, Super  Calendered,  a  variety  of  Cover  Papers,  Coated  Book 
and  Coated  One  Side  for  printing  from  plates,  zinc  or  litho- 
graphic stone,  also  Brush  Finish  for  Cigar  Bands  and  Labels. 


A  FAIR  POLICY 

Our  sales  policy  is  based 
upon  set  prices  which  are 
given  constant  publicity  to 
a// of  our  trade.  The  prices 
of  <s>  Papers  are  uniform 
to  all.  and  we  aim  to  be  per- 
fectly fair  and  impartial. 
Eyery  effort  is  made  to 
deliyer  exactly  what  we 
offer.  \^  hen  we  fail,  as  oc- 
casionally we  do,  we  stand 
ready  to  niake  good."  We 
AS  ork  on  the  basis  that  our 
paper  must  be  as  good  as 

your  money  and  carry  out  this  policy  to  the  best  of  our  ability. 

<^  Pa|)ers  are  handled  in  the  Middle  West  and  West  by  The 

Paper  Mills* 

Co.  of  Chicago, 

111..  The  Chat- 
field  &  Woods 

Co.  of  Cincin- 

nati,01iio.The 

Union  Paper 

&  Twine  Co. 

of  Cleyeland. 

Ohio,  and  by 

Blake,  Moffitt 

&  Towne.  San 

Francisco  and 

Los  Angeles. 

California. 


/^.. 


